Keynote presentation at Procurecon Nov 14, 2012. Covers the major trends affecting the roles of marketing procurement, and the organizational preparedness required to maximize the relationship between marketing, procurement and agencies.

1. State of The Union:
Market Forces and Trends
For Digital Marketing
Procurement
Nov 14, 2012

2. JUST
OVER
TEN
YEARS
AGO…

4. JUST
OVER
FIVE
YEARS
AGO…

5. Media
Con9nues
to
Fragment
5

6. Compe9ng
in
The
ABen9on
Economy
A%en(on
Content,
Media,
Informa(on,
Noise
6

7. Global
Markets
Are
Gaining
Digital
Strength
China
US
513
mm
245
mm

8. Consumers
Are
Connected
117
mm
38%
of
US
Digital
25%
of
US
adults
households
have
a
mobile
ubiquity
own
a
tablet
connected
device
internet
visitors
8

9. Consumers
Are
Empowered
23%
of
US
Internet
2.65
Billion
Consump9on
Shares
Daily
Sources:
Nielsen,
Add
This

10. Consumers
Are
Connected
and
Empowered
Omnichannel
Reali,es

14. Agencies’
Evolving
Roles

15. An
Algorithms
Here,
An
Algorithm
There…
Here
an
Algorithm,
There
An
Algorithm
…

16.
Embrace
Your
Inner
Geek
16

17. ABribu9on
Challenges
and
Solu9ons
Challenges:
Insufficient
Data
Dura(on
of
Buying
Cycle
Not
Absolute
Drink
From
The
Big
Data
Fire
Hose
17

18. 18

19. It’s
Ok
to
Get
Frustrated
Some9mes

20.
From
What
Do
We
Want
to
Make
The
Consumer
Feel
&
Think
About
Our
Brand?

21.
To
How
Can
Our
Brand
Meet
Consumers’
Expecta(ons,
Needs
and
Desires?

22. Characteris9cs
of
The
Marketer
of
The
Future
Accountability
Agility
Adaptability
Produc(vity
Flexibility
Innova(on

23.
Agents
of
Change

24. New
Org
Requirements
Culture
Org
Structure
Talent
Processes
Capabili9es

25. New
Process
Requirements
Strategic
Planning
Itera9on
Procurement
Ac9onable
Insights
Shared
Learning
Formalized
Collabora9on

26. Iden9fy
and
Eliminate
Bad
Habits
Iner(a
Fear
Execu(on
Without
Legacy
Thinking
Strategy
Complacency
Lack
of
Collabora(on

27. Develop
Talent
and
Capabili9es
Enable
The
Next
Wave
of
Customer
Engagement
Maximize
Digital
Investments
Formalize
Priori(za(on
Commit
to
Training
and
Development

28. Become
a
Master
of
Modeling
Seek
The
Truth
Embrace
Direc(onal
vs
Absolute
Measurement
Develop
Business
Intelligence

29. Be
a
BeBer
Client
to
Your
Agencies
Treat
Agencies
as
Partners
Over-­‐Communicate
Drive
Over
Arching
Strategy
Challenge
Each
Other

30. Agency
Consolida9on?
Agency
Holding
Co’s
Independents

32. Today,
Everybody
Can
Do
Everything…

33. Except
They
Can’t!

34. Marke9ng
and
Procurement
Collabora9on
Align
on
Strategy
Establish
Priori(za(on
Develop
Scorecards
Challenge
Each
Other
Develop
SPM
/
SRM
Criteria

36. The
illiterate
of
the
future
will
not
be
the
person
who
cannot
read.
It
will
be
the
person
who
does
not
know
how
to
learn,
unlearn
and
relearn.
-­‐
Alvin
Tophler

37. Thank You!
Jason@agilitico.com
@jasonheller