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Michael Brenner is senior director of global marketing for SAP. He is also author of the B2B Marketing Insider blog and cofounder of social news site Business 2 Community. Michael is a DZone MVB and is not an employee of DZone and has posted 97 posts at DZone. You can read more from them at their website. View Full User Profile

Marketing Innovation Content Chat: It’s All About The Customer

05.25.2013
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What is the future of Marketing Innovation?

I think we’ll see more customer-centric CMOs. We’ll see more human brands, interacting with their customers in a more personal. Businesses will utilize Big Data Marketing and the power of all the digital information to create more personalized customer experiences.

Earlier this week I joined a group of super-smart and passionate folks on #ContentChat. Moderated by Jenise Fryatt (@JeniseFryatt), the Social Media Strategist for Smarter Shift.

The topic was the Future of Marketing and the main theme was that the future of marketing innovation will be all about the customer. Here is a recap of the main discussion but I would love to get your views…Please comment below and tell us what you think?

The #ContentChat Questions:

  • What developments are having the most impact on the field of marketing today?
  • Are marketers adjusting adequately to these changes?
  • If trends continue, what will we be seeing more of in marketing?
  • What practices are on their way out?
  • Are there any potential disruptors to these trends that we should keep an eye on?
  • How can marketers best prepare themselves for the future?

What developments are having the most impact on the field of marketing today?

marketing innovation

This infographic was shared by Scott Lum (@ScottLum):

A1: The biggest changes are happening with our buyers. We know the digital story: social, mobile, local – all conspiring! #contentchat May 20, 2013 3:10 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A1: But it’s the convergence of all these, plus a new generation of buyer expectations that is breaking most marketing IMO #contentchat May 20, 2013 3:10 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A1: The world has changed dramatically in a few short years but most marketing is still stuck in the past #contentchat May 20, 2013 3:11 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner

Are marketers adjusting adequately to these changes?

A2: Most marketing is literally inside-out. We go from products to pitches. Buyers are increasingly rejecting it. #contentchat May 20, 2013 3:15 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A2: Biggest Mistake Marketers Make: our content and marketing strategy is all about us. Not about our customers / buyers. #contentchat May 20, 2013 3:16 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A2: Marketers stuck in the past don’t understand marketing is now a 2-way convo and not a billboard. #contentchat May 20, 2013 3:15 pm via TweetChatReplyRetweetFavorite @kleimkuehler Katie Leimkuehler @ Extremely true – new Forrester study shows “customer-obsessed” #content mktg = results: http://t.co/um4OWKzOfz #contentchat May 20, 2013 3:17 pm via TweetDeckReplyRetweetFavorite @kgriwert Katherine Griwert

If trends continue, what will we be seeing more of in marketing?

A3: #marketing future is personal. Companies are just a collection of people w/ emotions, great stories tell, need to connect #contentchat May 20, 2013 3:23 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A3: the future #Social Business gets out of the way and let’s employees, partners and customers connect. We need to enable. #contentchat May 20, 2013 3:25 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner Balancing is key! MT @ A3: Future of marketing is also about data. So we have these 2 forces: humans & machines! #contentchat May 20, 2013 3:28 pm via TweetChatReplyRetweetFavorite @AmyL_Bishop Amy Bishop A3: Winners will be brands that can use data+insights to predict which types of stories on which channels allow them to connect #contentchat May 20, 2013 3:28 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner

What practices are on their way out?

A4: What’s out? one-way, interruption, all-about-me, unsolicited, overly-promotional, spin, less than 1% response tactics #contentchat May 20, 2013 3:35 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A4 On the way out: Talking, not listening. Selling, not solving. Me, not us. #contentchat May 20, 2013 3:39 pm via TweetChatReplyRetweetFavorite @SanneJolles Sanne Jolles Quick Recap: buyers have changed. most marketing stinks. we need to take advantage of data, storytelling to connect / humanize. #contentchat May 20, 2013 3:39 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner

Are there any potential disruptors to these trends that we should keep an eye on?

A5: Big disruptor: the combination of #Big Data and #InternetOfThings. Once everything is connected. The game changes big time. #contentchat May 20, 2013 3:43 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A5: We’ll be talking more holistically about Relationship Marketing instead of Social/Digital/Mobile #contentchat May 20, 2013 3:44 pm via oneQubeReplyRetweetFavorite @ScottLum Scott Lum A5: Imagine when every company can personalize customer experiences like Amazon? That’s disruption. #contentchat May 20, 2013 3:45 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A5: In a way, content + empowered employees (stories) = the products of the future #socialbusiness #contentchat May 20, 2013 3:49 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner

How can marketers best prepare themselves for the future?

A6: Rise of connected enterprise. We need to train all of our orgs to understand social & customer-centricity. #contentchat May 20, 2013 3:54 pm via oneQubeReplyRetweetFavorite @ScottLum Scott Lum A6: How to Prepare for the Future? First, we must become social storytellers. Then we need to empower others. #contentchat May 20, 2013 3:55 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A6: We also cannot ignore the #Marketing #ROI question. Great content and empowered employees will generate a better return. #contentchat May 20, 2013 3:57 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A6: In effect, start by helping customers, then empower employees, and demonstrate how that helps the business grow #contentchat May 20, 2013 3:58 pm via TweetChatReplyRetweetFavorite @BrennerMichael Michael Brenner A6: The ROI is a Marketer’s Karma.. Can’t ignore it! :) #contentchat May 20, 2013 3:58 pm via webReplyRetweetFavorite @NeerajT4 Neeraj Thakur

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Thanks to Jenise and all the folks who attended for the great discussion. Check out Jenise’s recap for the full transcript of the Content Chat and check out the next Content Chat (Mondays 3 PM EST).

Republished with permission

Published at DZone with permission of Michael Brenner, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)