Econsultancy-Modern-Marketing-Model-M3.pdf

Econsultancy-Modern-Marketing-Model-M3.pdf - Introducing...

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Introducing the Modern Marketing Model (M3)
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The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become. Organisations need to adopt a new model to blend classic and digital marketing. Here’s how to do it. Historic marketing models & the new M3 approach What are the dangers of not defining a new marketing model? Mapping classic and digital marketing disciplines to M3 What are the objectives of m3? The three outcomes of M3 01 04 02 05 03 06
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ORGANISATIONS NEED TO ADOPT A NEW MODEL TO BLEND CLASSIC AND DIGITAL MARKETING. HERE’S HOW TO DO IT.
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The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become. Alongside this need for a framework, there are new requirements for marketing competencies and capabilities around domains of expertise like data and analytics, customer experience, content, multichannel and personalisation, which are neither properly understood nor being met. This is acknowledged in the marketing industry but not reflected in any definitive model. Due to these changes and the rise of digital, the marketing function is going through an existential crisis: it is not clear on its own remit; does not know what skills it needs; how to organise itself; and it struggles to resolve a dislocation not only in how it interacts with other business functions but within itself with ‘digital’ vs ‘traditional’ schisms. In 2013, we launched the Modern Marketing Manifesto articulating our belief that the marketing discipline should embrace digital and classic marketing. The Modern Marketing Model (M3) now creates a new framework for applying this thinking within organisations. The visual of the model below shows the elements of marketing brought together in a new configuration; this white paper provides the context and rationale for this approach.
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