Conference Presentation, Panel
From Marketer to Influencer to Global Brand Shaper
Milken InstituteBeth Brady, Matt Durella, Hannah Groove, Mark Wilson, Nancy Kanwisher, Hannah Hartmann, Cecilia Giovannini, Mark Siegelmann, Martha Minowski, Margaret Brennan, Nicole Sinclair, Caroline O, David Kwong, Shirley Moody, Tana, Angela Duckworth, Nina Savari, Mark Goulston, Mark McCurry, Mark Zuckerberg, Cecilia Arradaza
- Principal Financial Group expects marketing to become a revenue center driven by data and technology, with CTO and CIO co-owning a digital roadmap over the next four years where over 50% of company technology becomes marketing-related.
- State Street plans to blur internal marketing lines into horizontal offerings, focusing B2B differentiation on a finite global base of roughly 3,000 clients by prioritizing content that solves specific risk or securitization problems.
- Twitter intends to shift from transactional to deeper relationships and build expert teams focused on research and analytics, expecting acquisitions and product decisions to remain 100% focused on instant connection while using third-party data to validate campaign efficacy.
- Organizations anticipate that 30 years into the future, the digitization of human culture will fundamentally transform marketing organizations, requiring multi-touch attribution modeling to capture all transaction touchpoints.
- Principal Financial Group plans to hire marketing technologists, statisticians, and writers to address skill shortages, while automating routine jobs to free human capital for intelligent tasks amidst a "creative destruction" of previous programs.
- State Street intends to measure success by the sales team's ability to activate strategies and views its 30,000 employees as ambassadors of trust to differentiate in a competitive environment.
- Marketers expect to use data to reveal previously uncapturable preferences, though some panelists caution that algorithms increasingly define human relationships and personal experiences, with concerns that online dating trends may influence the global gene pool.
- Industry trends point toward embedding communicators within company structures to simplify complex financial messages, adopting simpler voices, and potentially banning PowerPoint to prioritize storytelling.
- Twitter will utilize social listening data to solve specific business challenges, such as identifying equipment issues, while State Street aims to map client experiences to drive advocacy and loyalty through collaborative and inclusive workplace environments.
- BlackBerry plans to continue elevating conversations regarding security in mobile technology for enterprise and mobile professionals, while Mark Zuckerberg emphasizes that security and privacy must remain core to corporate DNA to prevent irreparable brand harm.