Keynote: When old is the new new - rise of the new Marketing in the modern customer centric world
The new customer centric world requires CMOs and marketers not only to have a long-term strategy but transform and manage marketing on a daily basis. And never before has the customer and customer experience mattered so much to the way we lead and practise marketing.
While the old ways of doing things no longer apply, the principles of marketing are still alive and well - it is just the new way we need apply them today. And in today's world customer is the king.
New technologies, customer insights and data, new ways of working such as Agile, new tools and mind sets both enable and challenge today's marketing managers who are expected to keep up with the latest and the greatest and continually add value to the customer and directly to the bottom line. It is all about accountability, measurable outcomes and customer expectations and satisfaction fuelled by innovation, creativity, collaboration, problem-solving, risk taking and resiliency.
The modern marketer is required to be the voice of the client in their organisations, understand and optimise end to end client journeys, manage the function with more outcomes with less people and budget and at the same time, influence the rest of the business to the value of marketing from brand awareness to demand generation all the way to the true value of marketing to the business. This journey is both challenging and rewarding, and not for the faint hearted.
In this session, Mari Kauppinen will discuss the importance of daily marketing transformation and practise, how to be a modern marketer and share what she has learnt in the last 25+ years in the business.