How marketers will win

Economist Intelligence Unit briefing paper

Six great interviews with top marketing visionariesBy Cathy Sallows Source: How Marketers will win - The Economist Intelligence UnitWhere marketing could be by 2020‘Storytelling’ is fast becoming a key buzzword in today’s business world and notably it’s tripping readily off the tongues of marketers.

Seth Godin, marketing guru, is a brilliant storyteller and it never fails to amaze me how effectively he gets a point of view across.Whether via a simple but effective three line blog or beautifully crafted manifesto I always come away feeling touched, motivated, challenged.When Seth delivers a view – I’m made to think.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

I therefore eagerly read his interview in the Economist Intelligence Unit’s briefing paper “How Marketers Will Win”. Seth's opinions along with those of five other top marketing visionaries; John Hagel, Gavin Heaton, Aditya Joshi, Marc Mathieu and Jim Stengel, provide a dynamic and thought provoking overview of where marketing is going and where it is likely to be by 2020.Covering engagement, storytelling, customer centricity, collaborative working, the basics of trust, transparency and passion this paper looks at just how transformational marketing is likely to become and the power potential it will have in the future.Read it – it’s good!From the six interviews fifteen points emerged:

It’s all about engagement

Start at the start

Articulate your ambitious purpose

Agile will rule

Turn start-and-stop into start-and-continue

Make transparency a virtue

Integrate the old with the new

Get your own house in order

Harden the soft

Keep up with the consumers

Concerns with privacy are overwrought

Learn to make decisions about making decisions

There is a formula for building trust

Keep the touches light

Bridge from left to right

And lots of memorable marketing gems were said:

“Put the spreadsheet away and make
stories worth telling.”

Seth Godin

“Very few companies have harnessed the
power of narrative.”

John Hagel

“Think PANDA: Purpose, Analytics, Networks, Digital and Art.”

Gavin Heaton

“You hire different people with different skills who combine to create a Da Vinci. That's your ideal marketing team."

Aditya Joshi

“Quantify engagement and any CFO in the world will pay attention.”

Jim Stengel

"We're looking for ways to share a truth, to invite in the audience and let them take ownership and share it with others."

Marc Mathieu

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