Back to the Future with Workfront
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Workfront is a 21st Century Marketing Work Management (MWM) platform for managing all marketing work, seamlessly, through the entire workflow that will drive efficiencies across the marketing function of the organisation.
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Back to the Future with Workfront
- 1. Richard Whitehead The Future Marketer
- 5. Nerds Can Be Cool
- 8. January
- 12. November
- 18. November
- 21. October
- 24. Technology
- 25. Aug 2011 Sep 2012 Jan 2014 Jan 2015
- 27. JEFF ROHRS CHANNELS SLIDE EXAMPLE
- 29. Content is King Technology Context
- 32. Content is King Technology Context Old & New
- 34. Content is King Technology Context Agile Old & New
- 35. Go Agile… 1. It improves speed to market. 2. Teams respond, adapt faster. 3. It increases productivity. 4. It keeps priorities straight. 5. Deliverables are more customer-centric.
- 37. The Future Creative is You!!
Editor's Notes
- Thanks and welcome everyone. I was really excited about this theme because it took me back to my teenage years. Little did I know that over 30 years later I would actually be presenting in London and using this theme in a business setting. I often get asked, “What does the future marketer look like, what skills do they need to have?” I think this is a question that most of us have, whether we are in an agency or a brand. The great thing is, you can learn a lot of what is important for the future marketing from the movies themselves. Here are 6 things that I learned…
- First, there is always a “Biff”. Someone that’s going to tell you you are dumb, that you can’t do it, that you aren’t good enough and can’t fit in. Sometimes this Biff is your boss, a coworker, or for many of us, it’s ourselves! The future marketer can’t let the “Biff’s” pull you down.
- Second, you have to know your audience. In this case, we know that Marty started out doing great, his music was perfect for his audience. But then he went off into music that only he could relate to. We often do this as marketers. The future marketer MUST know your audience.
- Third, learn from others and pay attention to what’s around you! I never realized that Google Glass was highlighted in the movie! If I had, maybe I would have invented it. The future marketer must be always learning!
- Fourth, you need to know how to clearly communicate. Not to mention that you need to pay attention to typos! Luckily for us, people can change and even the nerds can be cool. The future marketer needs to be a clear communicator and also be willing to change!
- Fifth, this one is never going to change, you have to make sure people are aware of your products and services. As marketers, we are always looking for new and creative ways to get our message in front of our audience. These are just a few examples of cleverly placed products. The future marketer can’t forget brand awarenees!
- My sixth point is about the importance of evolution and having the ability to mix the old AND the new. It’s really not an either or thing. As you can see here, the Delorian changed over the years, but some of the basic parts stayed the same. The future marketer MUST have a good mix of old and new techniques! In the movie, the characters were transported through different time periods – just like you did today in this conference. I didn’t realize it, but each year had some major significant things for marketers that have helped us be where we are now. Let’s take a look…
- The first year is 1885…
- In 1885, the statue of liberty was unveiled. In my mind, this was one of the first big global PR campaigns. Many people came to see it of course, but it was also talked about all over the world and it’s a place that millions come to visit from all over the world Another revolutionary invention for marketers was commercial film. This was the thing that gave consumers the ability to carry around cameras and take pictures. This would change media and the speed and clarity of communication.
- Marketers in 1885 also knew that pretty people in ads sold products. This was considered one of the most risqué ads at the time.
- They also did product marketing and leveraged brands. Of course with products like these on the market, it’s a miracle that people were even functional. Who knew that some of the early marketing would be for drug dealers!
- Next, let’s go to 1955 – the roaring 50’s. This was a time of prosperity as the world was coming out of a deep financial depression. It was a time for incredible growth in marketing. In fact, on this very day, September 22, 1955, the first commercial TV station was born in the UK – ITV. This station would be the first that was mainly funded by advertising. Let’s take a look
- Itv was born https://www.youtube.com/watch?v=5Y2GLoLG1EA
- And of course in 1955, the most magical place on earth was born – Disneyland. Most of us consider the Disney brand to be one of the best and strongest in the world. Disney has truly shown us the importance of the brand promise.
- Of course TV was in full swing at that time and people were already sick of seeing commercials. So in this ad you can see that Zenith came out with a remote so you can “Shut off” those annoying long commercials! Going back to learning from the past. RCA engineers in 1955 predicted that we would have flat screen TV’s. Obviously this wasn’t the case in 1975, but it did happen!
- A marketers dream device is the telephone and in 1955, Western Electric revolutionized the phone with the first “all color” phone. As marketers we have to have color, right?!
- And finally, In 1955, the first McDonald’s franchise opened. Even though they have struggled a bit in recent years, they are still considered to be one of the biggest and strongest brands in the world! In fact, McDonald’s sells so many hamburgers, they had to invest millions in tomato farmers so they would have enough tomatoes to put on their burgers!
- Now we are getting into my era…1985
- Microsoft released Windows 1.0 which helped make possible having a computer in every business and home that was affordable and easy to use.
- The portable video recorder came to market and gave consumers another leap forward in capturing the world around them. The portable television started. I think this was the beginning of making things more portable so you could take technology with you instead of having to be at home or work. Unfortunately, the 80’s also had a certain type of fashion. What guy wouldn’t want to pop their coat collar and what kid wouldn’t want the Barbie Dance Scene – on behalf of all of those who grew up in the 80’s, I apologize!!
- And now we are at present day, 2015.
- Many things that were in the movie actually have been built! Hover boards (that light on fire) Shoes you can tie with one hand (ok not quite like the movie) And virtual or augmented reality is starting to become more mainstream (just take a look at all the wandering Pokemon Go users)
- Now that we are at present time, what is the DNA of this future marketer?
- It starts with technology. There has long been a debate whether business or tech would win out in marketing and I have to say it is primarily tech
- Just take a look at all the martech that has been introduced in the last 4 years and there is more coming!! A future marketer that doesn’t get tech won’t be part of the future!
- The next strand in the DNA is Content…
- There has been a massive explosion of channels over the last 25 years, and I’m sure that this slide doesn’t even include all of them! Marketing used to be so simple then. One of the biggest reasons we have seen this explosion is because of us…marketers! We wanted more and faster ways to reach our targets. We are an always on, always connected world. This is especially true of the younger generation, but I know that I am just as guilty of having anxiety when I don’t have an internet connection, or I’ve misplaced my phone.
- Here’s a simple model that I have used to better understand context. If you replace “entity” with “content” it will make a bit more sense. You can see that one of the items is individuailty or personalization, but it also has other elements. Time – what time of day would your content be used or does that matter? Location – where will the person consuming the content be? Is it being seen in other countries? Activity – what will the consumer be doing when the content is being used. Relations – Are there other pieces of content that will affect the understanding of the content?
- Context can also be illustrated by the story of the blindfolded men that are describing an elephant. Their context (what they know, their location, etc.) determines what they think. They may each be right, but they don’t always see your content the way that you intended.
- In fact, there are some amazing benefits to moving to the agile method… 1. Improve speed to market Time is money. A slow speed to market gives the competition the upper hand and leaves your brand stale. 2. Adapt and respond faster It isn’t just technology that’s changing rapidly. Consumers are adopting changes faster as well. In 2007, the original iPhone took 73 days to cross the million mark. The iPad managed the same feat in just 28 days. The ability to adapt and respond faster to change is an important competitive advantage for creative teams and agencies. Agile leads the way in helping creatives adapt so you can respond faster. 3. Increase productivity With Agile, productivity increases because the work is broken down into smaller, easier to tackle pieces. It’s like putting a 5,000-piece puzzle together—the puzzle (or project) as a whole is so big and difficult to manage that taking on one small corner or chunk of the puzzle at a time will prove more productive in the long run. 4. Stay prioritized Staying focused on the highest priority work allows companies to remain proactive rather than reactive and leads to positive market and customer outcomes. It will also help ensure you’re working on the most valuable work, making it easier to prove your team’s value to the rest of the organization. 5. Create more customer-centric deliverables Today’s customers share their experience with others in an unprecedented number of ways— through social media, reviews, and word of mouth, to name a few. Whether your clients are internal or external, delivering additional customer-centric products and ideas that create brand loyalty, evangelize, or promote your client’s brand is what determines whether your clients keep coming back or look elsewhere for new, creative ideas.
- One prediction I guarantee... Fashion might be different, we will have new and exciting tech, newer buildings and transportation. But what won't change is the need for people! - Fingers to enter information and creativity - Brains to think and reason - Heart for emotion - Mouth to speak and spread the word So never forget to always be learning, embrace change, don't forget about the past - rather learn from it and add the new and all will be good. I don't know about you, but I am extremely excited about what the future holds for marketing and the amazing work we will do. I wrote a letter to the future and said…., "Dear Future, I'm Ready"!!