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#MWAU14 Highlights Roundup: A Critical Look At The Role Of Marketers

“There is no B2B or B2C, just H2H : human to human.” – James Hier, Chief Strategy Officer at MEC at #MWAU14. The largest annual marketing conference of its kind in Australia, Marketing Week 2014 this year took place in Adelaide.

Marketing must regain its role as the antennae for the company to enable future proofing for our organisations. When an organisation can begin to define marketing’s contribution to growth it begins to be in a position to improve. If marketers are not currently scenario planning, then they are not being the antennae of the company.

Questions marketers need to ask include

  • What do you think works for your brand?
  • Where is your brand and how do you build this?
  • How can you communicate that to the board?

Where Marketers do absolutely belong is at the centre of the customer centric era, and the merge of Marketing and Maths. Whilst marketers currently offer opinions the industry should be gearing up to offer ‘models’. Big and Small Data is about the outcome. Combine data with storytelling to sell the strategy.
Inspiring frontline workers to improve customer experience to feed the customer-centric organisation.
Improving customer experience will impact on business processes and involve organisational change. Reviewing the end-to-end customer journey can give you valuable insights as to how to improve the customer experience.

A theme to return to again and again is defining your customer champion – a Customer Experience Strategy starts with a CEO Agenda. Where Marketing science has at times wrangled the customer, marketers must now bring sales certainty to the boardroom. There is little doubt that there will be an influx of marketers onto the board in the next 10 years.

HERE’S FIVE THINGS FROM #MWAU14 THAT MARKETERS NEED TO DO TO GET BACK TO THE BOARDROOM

  • upskill,
  • upgrade,
  • evangelise,
  • future proof,
  • plan.

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