modern marketing manifesto

Six haunting reminders of London’s marketing past (and the all new Festival of Marketing)

You may have noticed that next week is the Festival of Marketing, London’s answer to SXSW and Cannes Lions, and indeed the very definition of marketing as it is now.

So, to give you a promo post to keep you interested, I thought I’d bring you some marketing creative from London’s past, when OOH and print were pretty much the only way to market.

We hope to see you next week at a festival that the Mayor of London himself has described as ‘the perfect opportunity for our world leading creative and digital sectors to come together’.

Before I give you the creative, check out our promo video for the festival, and a brief summary of what’s on.

The Modern Marketing Manifesto and the Festival of Marketing: why you should care

Until recently, the development of marketing technologies has occurred at a high enough pace to preclude a new definition of marketing. 

But now, we feel the new discipline can be defined in broad terms, with digital pervading pretty much everything you do as marketers.

Next week the Festival of Marketing debuts in the city of London, with conferences, events and parties all hung off the core tenets of Econsultancy’s Modern Marketing Manifesto. At the festival we’ll add the detail to the manifesto. Which brands are doing precisely what? And is it working? How have benchmarks moved?

If you haven’t seen the festival line-up, check out the website, and if you haven’t read our manifesto, check that out, too. We’ve had great feedback on our new definition of marketing, with many of you ‘signing’ in agreement by commenting on this post.

As part of this search for feedback, we recently surveyed around 700 Econsultancy users and assayed what level of agreement they show with the ‘pillars’ of the manifesto.

Although we had already incorporated your opinions into our draft, we wanted to find out how precisely the final treatise hits the nail on the head, or if indeed we’ve missed the nail and struck a thumb.

GDS

The digital beauty of GDS (Government Digital Service)

In a few weeks we will be celebrating marketing at the world’s first Festival of Marketing. In line with our Modern Marketing Manifesto we believe that now is an exciting time to be in marketing.

The events that make up the Festival (Jump, Crunch, Punch, Funnel) cover different aspects of marketing. But perhaps the unifying theme is customer experience, across digital and physical.

The ‘experience economy’ was first proposed by Pine and Gillmore in 1998 in the Harvard Business Review. It describes how economies mature over time from ‘commodity’ through ‘goods’ to ‘services’ and, finally, ‘experiences’.

In this final stage businesses can charge for the value of the “transformation”, of the “feeling”, that an experience offers.

Why the modern marketer must embrace technology

Technology is one of the twelve core elements of the Modern Marketing Manifesto formulated by Marketing Week and Econsultancy.

We propose that to be a modern marketer you must be comfortable and adept at procuring and using technology to its best advantage. We believe modern marketers will have increasing ownership of technology.

But it isn’t just about the technology solutions or platforms. It is becoming increasingly important that marketers, and certainly digital marketers, have a good grasp of technology fundamentals to be most effective in their jobs.

Having a better technology understanding allows us to understand the ‘art of the possible’ and give us ideas, it helps us work more productively with colleagues in technology teams. 

The importance of customer experience in a multichannel world

In order to succeed in a multichannel world dominated by a handful of major businesses and online market places, retailers need to work hard to differentiate themselves from the competition.

To avoid getting caught in a self-defeating price war, businesses should focus on improving the customer experience and ensure that shoppers want to remain loyal to the business.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses can better understand the customer experience, I spoke to Sitecore marketing director Shawn Cabral…

marketing manifesto

Introducing the Modern Marketing Manifesto

There are two big questions about marketing as a discipline at the moment. Firstly, is it becoming more, or less, important within organisations?

Secondly, has digital completely changed what marketing is or has it fundamentally remained the same?

As you might expect we at Centaur, under the Marketing Week and Econsultancy brands, champion the cause of marketing, and marketers, globally. We believe the value of marketing is, rightly, in the ascendancy.