The Rise of the New Marketer:

The Economist’s Findings on Key Trends

Jeff Pundyk

GVP, Content Solutions

The Economist Group

Sanjay Dholakia

CMO

Marketo

The not-so-distant future of marketing.

Be bold.

In the beginning, there was

the marketing funnel…

…Now there’s the always-on

consumer-led economy.

29% say the need for change is urgent.

More than 80% of marketing executives

worldwide say they need to restructure

marketing.

Be bold.

Marketers point to five areas of dramatic change.

Be bold.

Marketers point to six areas of dramatic change.

1. From cost center

to source of revenue

Four out of five companies

will classify marketing as a

revenue driver in 3-5 years.

Marketing expenditures

now total $1 trillion globally

*Source: McKinsey & Co.

Three out of four CEOs agree:

marketers “are always asking for more

money, but can rarely explain how

much incremental business

this money will generate.*”

2. Lead the customer experience

75%of marketers say they will be responsible

for the customer experience in 3-5 years.

3. A shift in customer engagement

78% relate engagement to sales

22% related engagement to brand

EBAY E-TRADE

READINESS INDEX

12

4. Marketers need to retool first

Top skills in demand:

• Digital engagement

• Marketing operations &

technology

• Strategy and planning

13

5. Digital and data dominate investment

75% of investments focused on reaching

customers through social, mobile and e-mail.

25% focused on analytics to knit together data

from different channels.

Remember to be human

And a sixth

Don’t forget to be human.

And I’ll throw in a sixth