IABC Oregon-Columbia’s June 8th lunch event at the University Club of Portland treated guests to insights from Siouxsie Jennett, the CEO and founder of Mambo Media. As the head of a top PDX marketing firm, Siouxsie is an award-winning local marketing expert who helps clients function successfully on a global level.
For the event, Siouxsie discussed ten digital trends that will affect the way companies reach out to customers, increase sales and even attract new talent in an increasingly digital, highly dynamic environment.
Siouxsie’s presentation was packed with fascinating statistics, examples and ideas about where marketing is headed. Here are five insights that seemed note-worthy:
1) Just call it marketing. “Modern marketing” works too. Nearly all marketing efforts are digital – it’s assumed.
2) We’re digitizing our relationships. By 2020, 85% of all relationships will be digital. But human behavior is still human behavior. Connection, stories and games are ancient human activities people expect to find in the digital world and that should be part of modern marketing.
3) Marketing budgets are growing. Ninety percent of marketing budgets are now digital. This shift means marketers will see their budgets increase as they continue to move from brand awareness campaigns to lead generation with the accompanying metrics that show success.
4) Millennials aren’t giving away their data for nothing. It’s become a cliché to say that millennials don’t care about privacy. But the reality is more nuanced. Yes, they see privacy as a relic, but they don’t give away their information with no strings attached. In exchange for their personal data, this age group expects companies to provide a personalized experience. And they expect all aspects of any online experience to work right the first time.
5) Marketers’ customer care responsibilities will continue to increase. Within the sales funnel, it’s no longer our job to simply attract interest and increase awareness. Consumers will continue to find themselves further and further along in their buying journey before they speak to a human being. Marketers will become even more responsible for nurturing these potential customers before sales teams begin to cultivate relationships with them.
Coming from a background in both marketing and anthropology, Siouxsie brings an impressive understanding of human behavior to the task of forecasting shifts in the marketing industry. As she delved into the ways companies will need to respond to changes in consumers’ online behaviors, it became easy to think of her as the “Margaret Mead of Marketing.”
In trying to share a few takeaways from Siouxsie’s compelling presentation, it’s impossible to match its depth or breadth. Hopefully, these snippets will convince you not to miss an opportunity to hear this unique marketing expert speak in person if you have the chance.
Siouxsie Jennett and the Mambo Media team work with organizations to implement modern marketing programs that increase brand awareness, lead generation, online conversions and e-commerce sales. Mambo builds highly-effective marketing strategies that drive revenue through digital channels including social media, search, email, website development and marketing automation.