Econsultancy founder Ashley Friedlein explains how the M3 can help you inform the role and remit of the marketing function within your business.
Introduction Many marketing leaders have been forced to rethink the structure of their marketing teams in order to take advantage of the new capabilities and tools that are available to the modern marketer. Many have also done so as a result of changes in the wider business landscape. In response to these changes, Econsultancy has […]
Based directly on our Modern Marketing Model (M3), the Fast Track to Modern Marketing (M3) online course is designed to give you the practical skills and immediately applicable techniques to advance your understanding of marketing in the digital era.
Taught by Econsultancy founder, Ashley Friedlein, it’s delivered through 10 interactive and challenging CPD-accredited video modules.
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
1. Introduction Rapid changes in customer behaviour and digital markets have forced many organisations to rethink the structure of their marketing teams. They want to take advantage of new tools and build the capabilities and tools that are available to the modern marketer. In response to these changes, Econsultancy conducts ongoing research to identify a […]
However, if you want to build a modern marketing organization, teaching technical skills is not the only answer (although those skills certainly matter!). As important as data is, it is not the most important, nor the central element in modern marketing. In fact, the core of modern marketing is mindset. Specifically, instilling a customer centric mindset is […]
How should a modern marketing department be structured?
Whilst there is a lot of talk about ‘data’, big or otherwise, GDPR-compliant or otherwise, it can be hard to understand what exactly is meant by ‘data’. And, for the marketing function, it is unclear what remit, roles and responsibilities around ‘data’ can be expected of it. Therefore, I have made an initial attempt to […]
I wrote about the need for a “modern” way of working here in part one of this series about applying the Econsultancy Modern Marketing Model (M3) to your business. The M3 “wheel” shows 10 key areas of competency for every modern marketer. Does every person need to be an expert in all ten? No. Most marketers will be […]
Not just generalists, but expert generalists (it’s a real thing, Google it). The soft skills of traditional marketing are not enough anymore. CMOs need to be experts in data, advertising technology, CX, UX, brand, insight, automation, coding, and whatever else comes along from one year to the next: programmatic TV, augmented reality, Amazon, influencer marketing, […]