“Nobody Wants To Be Advertised To,” Says Marketo CMO
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 YouTubeLatest News
Kathmandu Hosts Urban Zipline Event In Partnership With Beyond Blue
Nothing says the outdoors like the Kathmandu brand. Although it readily fails to mention the chances of bear attack.
Victoria’s Secret To No Longer Call Ambassadors ‘Angels’ As Part Of Major Rebrand
In bad news for perverts everywhere, knickers brand Victoria's Secret is shifting its marketing out of 1972.
Evian Uses Ronaldo’s $5.2 Billion “Drink Water” Stunt In Own Marketing
Nothing screams "wanker" quite like an Evian water, does it? Admittedly, a well-hydrated wanker.
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 […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook to expand transparency around political & social issue ads. Mark still refusing to crack a smile, however.
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’
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 […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
This has all the hallmarks of an episode of 'The Love Boat', sans one of Issac's daiquiris and an unwanted STI.
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 […]
DEADLINE WARNING: Entries For Best Of The Best Awards Close Next Friday!
Consider this our FINAL WARNING about Best of the Best entries. Well, at least until we remind you again next week.
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right Wing Broadcaster Gets Pranked By Its Own Viewers
B&T warns this comes with a number of puerile schoolboy jokes. You'll possibly get afternoon detention just reading it.
Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
Big news out of Melbourne today. A new GM for Saatchi & Saatchii & someone spotted in Flinders Street not wearing black.
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 […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
Australian Geographic unveils "quiet places" edition. With shelving pingas up The Goldie failing to rate a mention.
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
Two-minute noodles the star of last night's MasterChef. Yet, strangely doesn't see a spike in uni student viewership.
Carat Appoints Oliver Carthy Head Of Digital
Oliver Carthy appointed Carat's new head of digital and unofficial de-jammer of paper jams in office copier.
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’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Oasis want to sell their back catalogue to advertisers. To be fair, you'd pick up their last few albums pretty cheap.
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
B&T only watches Ninja Warrior for the agility, the sheer athleticism and the raunchy pervability.
Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
Sadly, once again there's no trip to France again this year. Still, spare a thought for Cannes' rude & surly shopkeeps.
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 […]
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, […]
From Intern To Chief Of Staff In Five Years: Atlassian’s Helen Xue Shares Her Three Pillars For Professional Development
Why fall backwards into the arms of colleagues to improve career development when there's this concussion-free read.
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 […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
Do you just want to throttle indecisive customers? This important read will calm the nerves & save you from a gaol term.
Woolies’ Retail Media Business Cartology Announces New Appointments
Woolies' media business Cartology unveils new appointments. B&T notes it also had a good deal on Tim Tams at the moment,
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
