What will be different in 2013? Marketing will lead more disruption, create more innovation, drive more change. In short, it will generate a lot more visibility than ever before, all across the organization. Gartner analyst Jennifer Beck predicts that starting in 2013, digital marketing will be one of the top three imperatives on 100% of CEO agendas. See “Predicts 2013: Digital Marketing Pushes Marketing Executives to a More Strategic Role” [subscription required] Leading marketing publications are calling 2013 “the year of the marketer.”
If you’re a marketer, you could argue that marketing has always played a major role in setting business strategy, but most functions outside of marketing wouldn’t agree with you. The most egregious perception is that marketing equals advertising, or marketing is all about promotion. Baloney! It hasn’t been that way in most companies for a decade or longer. It’s so ironic that marketers – acknowledged communications experts – have such a difficult time “marketing Marketing!”
One function that is listening and learning, however, is the internal IT organization. Gartner research with 512 U.S. and European companies this year (1/2 marketing, 1/2 IT managers) validates the trend we started to see some years ago. Marketing is assuming a more significant role in guiding the organization’s strategic direction.
This graphic shows that both marketing and internal IT managers recognize a huge increase in just four years, with the largest increase due to come in 2013-2014.
But what is the opportunity this strategic expectation of marketers presents? Consider:
So let’s all do our part to meet expectations – make 2013 the year your actions raise awareness of marketing’s strategic value and business contributions.