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The Modern Marketing Model (M3)

Everything you need to know about Econsultancy’s new unifying framework

The increase in new channels and technologies has dramatically changed the environment in which marketers operate, but the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become.

The Modern Marketing Model fuses digital and classic marketing into one future-facing framework. This informs marketing’s remit, required competencies and organisational design. M3 defines marketing in the digital age.

Watch the video to find out more.

Modern Marketing Model M3
M3 webinar

Watch the Webinar

Econsultancy founder Ashley Friedlein explains how the M3 can help you inform the role and remit of the marketing function within your business.

Key insights:

  • Understand the M3 model – how will the marketing and digital teams of the future will look
  • What should you be doing now to get ready for this new way of working?
  • What skills and competencies are required of a modern marketing structure?

Take the Online Course

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.

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Skills of the Modern Marketer

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 […]

How Marketers Learn

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 […]

Why modern marketing is as much about mindset as technical skills
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Why modern marketing is as much about mindset as technical skills

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 […]

Organisational structures

The six types of marketing org structure

Anyway, the blog is here to offer you a preview of said report, and specifically to mention the six proposed organisational structures fully visualised and discussed within. These structures are no easy task to define, given the lines between marketing, PR, advertising, ecommerce, tech, operations, product, design, sales and customer service can blur. Before we get […]

What ‘data’ competencies does a modern marketing function need?
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What ‘data’ competencies does a modern marketing function need?

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 […]

5-key-skills
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Five key skills of the modern marketer

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 […]

CMOs must adapt to modern marketing (or risk becoming a footnote)

CMOs must adapt to modern marketing (or risk becoming a footnote)

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, […]