I had the honor of guest lecturing at Georgetown University in an Integrated Marketing MBA class. This presentation highlights some of the topics discussed in the class, specifically on how the world has changed and today's marketer needs to rethink how to approach marketing.

1. The World Has Changed
Integrated Marketing in a Mobile World
Milja Gillespie
March 21, 2013

3. The world has changed.

4. About Me
18 years in high tech marketing
2011
Joined SAP,
1999-2005 mobility thought
Technical product leadership &
mktg, strategic strategy, regional
alliances, events demand gen.
1997 and vertical markets
1995 Joined Sybase as
First job at an internet a co-op Student
startup in tech
support, first
tradeshow
2013
Back to Technical
Solution Marketing
1999 2005 – 2012 3 weeks ago…
1996 Graduated 2001 PR/AR, product
University of marketing, customer
Employee #80 at Waterloo, 2003 reference marketing
Research In Motion Bachelor of
(and first hand Mathematics, 2007
model!) Business Had a few
Information kids…
Systems

5. My job is mobile, my life is mobile
12:00pm
9:00am mBanking,
Deliver Conference
seminar, call, email
social media principal
2:00pm
8:00am
Update CRM, look at
Prepare for
lead funnel
seminar,
research
audience
4:00pm
HR Approvals,
7:00am Expense Reports,
Travel to seminar book dinner
venue, take photo reservation, etc
of the White
House, use Waze
6:00am 6:00pm
Review status of leads, Pipeline analysis
Twitter, review meetings

6. The world has changed.

7. Technology has changed behavior
Digitally connected Socially Networked Better Informed
Company Employees Customers
 Employees become marketers  Seek and listen to feedback of
(but they don’t know it!) others
 They act in the moment  Their chain of trust is now a web of
 Broadcast opinions to the trust
masses  They are highly influenced by a
 You’ve lost control of the brand! larger circle

8. Mobile devices never leave our side
• 272% growth in average time per day spent using a
mobile device (non-talk time) from 2009-2012 1
• 80% of people don’t leave home without their mobile
device 2
• Even when not being used, we keep them close by3…
• 50% have slept next to phone to not miss
call/alerts/texts during night
• 67% Check for messages even when didn’t ring
1. eMarketer, Oct. 2012 2. Our Mobile Planet: United States, Google Ipsos OTX MediaCT, US, May 2012 3.
PewResearchCenter, “The Best (and Worst) of Mobile Connectivity,” November 30, 2012.

9. As a result, the world of the marketer has
changed
• Technology has fundamentally changed how
information is consumed; We live in a streaming
society
• New mechanisms to reach your customers: Social
media, SEO, SEM, etc.
• You need to be more conscious of how you manage
your online brand.
• Stronger need for pull marketing: You need to be
where your customers are

10. Identifying a segment of one
PAST
Structured Data
Internal Systems of Record
Past Activity
Customer
(search, call,
Profile
etc.)
Loyalty Past
Program Transactions
Unstructured Data
External Sources

11. Identifying a segment of one
PAST CURRENT
Structured Data Contextual Indicators
Internal Systems of Record
• Location
Past Activity
Customer • Time of day
(search, call,
Profile • Day of week
etc.)
• Season
• Location
Real-time
• Search
• Purchase intent Consumer
Loyalty Past
Program Transactions • and more… Insight
Unstructured Data
External Sources

12. Marketing is becoming more strategic to the
company
Represent the voice of the market
Listen to customers, analysts, social media and search channels
Champion of the overall experience
People’s experience with brands is fragmented
Brand stewards
Marketers don’t own the brand any more. Work with internal groups to humanize
the brand & influence how others use the brand
Observe & React
Use customer, market, and social data together, to be able to observe and react
Be an integrator and force multiplier across the company
Rise above silos and think holistically. Need to integrate messages and insights
across business units, geographies, and functional groups
Think beyond marketing

13. Bridging the gap
It is gets harder the bigger your organization gets
• 100 person company – it’s easy since its all up to you
• 4000 person company – its easy, but your reach is probably
limited and your resources are stretched
• 70,000 person company – it becomes very hard to influence
1000+ marketers and 70,000+ employees
Communication is key
How do you influence the people in your organization who don’t
even know they are marketers?

14. What should you do?
Know where you fit in your network of knowledge
Interact with people across the organization – be
friends with developers, support team, executives,
sales.
Be active in social media
Gain the trust of everyone in your organization – be a
“go-to person”. Seek to become a thought leader.
Understand your marketing and non-marketing
stakeholders
Communication and navigation are critical

15. QUESTIONS?
@miljagillespie
milja.gillespie@sap.com