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Singapore Café Content features Marketing 2020
29/09/2014
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The World Federation of Advertisers held its third Café Content session this month, hosting a talk by Nico Stouthart from Millward Brown Vermeer, in Singapore.
Stouthart outlined the key findings from the global Marketing 2020 study, which is designed to identify what separates over-performing marketing organisations from those that fall short.
He focused on the importance of big insights, purposeful positioning and total experience and showcased the improved performance that leaders in each of these areas benefit from when compared with their peers.
Companies that agree with the statement: “are able to leverage all data and analytics available to improve our marketing effectiveness”, for example, are more likely to over-perform, compared to their peers.
He highlighted the power of purpose with 70% of those who took part in the study agreeing that brands with a clear societal purpose will drive more business growth.
He also explained that in a digital world brands need to both boost their value proposition and number of touch points and experiences, citing Nike as a great role model.
Finally, he argued that future marketing roles would be divided into three core areas, those based around Do, for production/content marketers, those based around Think for analytics marketers and those based around Feel for marketers focused on Engagement.
The event was attended by 21 senior marketers, and was followed by discussion and comparisons among the attendees.
The next Café Content session takes place in December and will feature We Are Social.
Sign up to monthly WFA news
Stouthart outlined the key findings from the global Marketing 2020 study, which is designed to identify what separates over-performing marketing organisations from those that fall short.
He focused on the importance of big insights, purposeful positioning and total experience and showcased the improved performance that leaders in each of these areas benefit from when compared with their peers.
Companies that agree with the statement: “are able to leverage all data and analytics available to improve our marketing effectiveness”, for example, are more likely to over-perform, compared to their peers.
He highlighted the power of purpose with 70% of those who took part in the study agreeing that brands with a clear societal purpose will drive more business growth.
He also explained that in a digital world brands need to both boost their value proposition and number of touch points and experiences, citing Nike as a great role model.
Finally, he argued that future marketing roles would be divided into three core areas, those based around Do, for production/content marketers, those based around Think for analytics marketers and those based around Feel for marketers focused on Engagement.
The event was attended by 21 senior marketers, and was followed by discussion and comparisons among the attendees.
The next Café Content session takes place in December and will feature We Are Social.
Sign up to monthly WFA news
