“Nobody Wants To Be Advertised To,” Says Marketo CMO

“Nobody Wants To Be Advertised To,” Says Marketo CMO
SHARE
THIS



According to Marketo CMO Sanjay Dholakia, marketing is on the train to change town, and it ain’t making any stops.

B&T spoke to Dholakia ahead of his talk on Tomorrow’s Marketer at the World Marketing & Sales Forum to find out why it’s changing, what it’s transforming into, and how the hell marketers are supposed to keep up.

“Marketing has changed more in the last five years than it has in the last 500, and it’s going to change even more in the next five and that’s what makes it so exciting,” Dholakia said.

“The root of the disruption mainly is this new digital, social, mobile world that we’ve now started to grow up in, and it has fundamentally changed the way companies, brands and organisations need to interact with their customers.”

Dholakia said marketing essentially comes down to engagement marketing, something that connects with consumers on a smarter, more personal level.

Sixty to eighty per cent of every decision process is complete before a customer ever comes into contact directly with a brand,” Dholakia said.

“So if a brand waits for that mile marker 80, chances are the decision’s already been made. So for a company to succeed they have to find a way to get engaged and build more relationships with people while they’re on that journey, and that responsibility in this digital world then falls squarely on marketing shoulders.”

“The consumer finds things intrusive when they’re not relevant to them. When there are these broadcast messages, that’s just annoying – it’s advertising, and nobody wants to be advertised to. But when tiny relevant and useful information comes to me I welcome it, and that’s we’ve actually been seeing in the market.”

Dholakia said Marketo recently worked on a research study with The Economist, and one standout statistic was that “75 per cent of all CMOs believe that in three to five years they will be the owners or the stewards of the entire customer life cycle and relationship”, representing a dramatic shift in the role of marketing for businesses.

He also said that while marketing was once very “broadcast-oriented”, moving forward we’ve reached peak digital, and customers no longer want to “actually talk to sales people because they have access to so much information themselves”.

“They dictate their own journey,” he said, “And it is up to the marketing organisation to lead the company because that is the function that drives engagement.”

“The early days of digital marketing really ended up being a focus on how to use new technology to make noise, to continue to do the same thing.”

But engagement marketing “stops all of that [noise]”, Dholakia insisted.

“It’s about having a conversation with an individual person across all of these differences so that something you do on the website might inform the email that I send you. Whether you open that email or not, it might inform the next form of communication we have on a social network or the mobile, so it’s seeing the channels as different places to talk to the customer as opposed to a place where I continue to broadcast.”

“The first foundational requirement to being able to have a conversation with someone is memory. Today, the technology for marketers is what I describe as 52 databases that don’t talk to each other… [there’s] no way for me to string a conversation together.”

“The idea that I’ve got this proliferation of channels – the internet, social, email – that will be divorced by the fact that literally everything will soon become a customer interaction touchpoint – my refrigerator, my thermostat, my car. Everything is being connected and so those are all the places that I can be listening for cues to consumer behaviour and then responding, talking, connecting with people.

“The internet of things will be yet another giant disruptive force that will make this notion of engagement marketing that much more critical for marketers to take on board.”

 

Please login with linkedin to comment

Advertising Standards Bureau Choice Hotels luke johnson YouTube

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]