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Marketing is in the grips of an existential crisis.
We have no post-digital reference for what
marketing has become.
If we can agree on one, even if it is not
perfect, we can move forwards with clarity,
speed and confidence.
A brief recap of the evolution of
marketing models to date
M3 – the model and key points
(boring but important)
Fusing digital and classic marketing under
Classic marketing disciplines
CRM & Loyalty
Events and experiential marketing
Packaging and labelling
Retail & shopper marketing
STP (Segmentation, Targeting & Positioning)
Digital marketing disciplines
Content marketing - includes copywriting, video
Conversion rate optimisation (CRO)
Digital analytics and measurement
Digital data marketing – schemas, feeds, APIs, metadata, machine-
Digital display advertising - includes retargeting, programmatic
Email and eCRM - includes marketing automation, personalisation
Online PR – includes online influencer marketing, reputation
Paid search marketing (PPC)
Search engine optimisation (SEO)
Social media marketing - includes community building,
collaboration/co-creation, social CRM, social customer care, social
M3 Element Most commonly relevant classic/digital disciplines mapped to M3
What hasn’t changed (in terminology)?
• Marketing Strategy
• Market Orientation
• Customer Insight (was ‘Market Research’)
• Segmentation, Targeting, Positioning
• Change from ‘Place’ to ‘Distribution’ is slight.
What has changed? Price
• ‘Price’ removed as a core element.
• In our experience Price is rarely under the direct remit of
the marketing function, except perhaps in FMCG
• Price is also still covered under other areas like “Brand &
Value” and “Marketing Strategy”.
What has changed? CX & Content
• “Product” changed to “Customer Experience & Content”.
• Our new description still covers classic product, or service,
development and innovation but ‘Customer Experience’ is
deliberately broader than just ‘product’ and covers services
as well as the customer journey and experience around
the product itself.
• ‘Content’ recognises the importance of content marketing
to support the customer journey.
What has changed? Data & Measurement
• “Data & Measurement” is the only completely new element
• Marketing also now has more dedicated roles and capabilities
around data, analytics, measurement and optimisation and
these need to be a distinct domain of marketing competence.
• We believe data is now a marketing asset in itself (e.g. rich
metadata) so needs to be considered part of the marketing mix.
• We now market to machines (including search engines) with
data as well as to people.
Three outcomes for M3
1. Academic and digital/marketing training organisations
assess their curricula and course offerings with reference
to M3 and update their content accordingly.
2. Talent and HR professionals review the recruitment,
training and development needs of their organisations for
digital/marketing resources with reference to M3.
3. Organisations discuss M3 internally to clarify their
expectations of what the marketing function does, how it is
structured, and how it works with the rest of the business
as well as with external suppliers. 29