So what is The Future of Marketing? We got it answered with the 4 Andrews’!

 
 

The 4 Andrews' on the panel

What a night! So many ideas, so much to take in! The 4 Andrew’s covered a range of topics as they moved through three key subjects.

  1. Advice for students, getting started with a job in marketing.
  2. Working with agencies, understanding their structure from employee and customer perspectives alike.
  3. The future of marketing, where to from here, and with what?

For those who kept a keen ear on proceedings there was some real gold to be had. And by the size of the crowd still hanging around at the end of the event, there were plenty of keen ears! It’d be almost impossible to let you in on what we heard and learned, but we’re going to try anyway. So here’s a brief wrap-up of some of that gold we managed to pan from the rivers of The 4 Andrews.

#1 Advice for Students.

 To some on the night, it seemed out of place to talk about the young, university educated marketing hopefuls. But this event was about the future of marketing, and those kids ARE the future. As we heard what it takes to stand out from the pack of candidates in this modern marketing age, we also heard what’s considered the important culture and character components of any marketing business.

Some great points for potential employees to consider are:

  •  The organisations’ cultural diversity.
  • Staff Retention.
  • Innovation, are they trend aware and moving with their customers?
  • Growth opportunities.
  • Work Culture.
  • Having fun

And the two points that all 4 Andrew’s elaborated on? Cultural Diversity, and having fun with people you enjoy working with. Here’s some key quotes for you.

“We have fun together, go through the good, and bad together”- Andrew Hardwick

“I want to be working with people that I can trust and have fun with” - Andrew Ford  

‘Fun, Fame, Fortune: This is our mantra’- Andrew Mackinnon

But from their side of the desk, when it comes to hiring, they each gave away their own valuable insights.  Here’s a list of some great tips for marketing job seekers;

  • Marketing is all about being curious.
  • Never be afraid to ask your potential or dream employer or someone you respect and want to learn from to have coffee with you.
  • Turn up to that coffee with your best pitch, show you’re industry aware.
  • Be passionate about what you want, know it. Then reach out.
  • The good jobs don’t get advertised so network. Connections drive everything
  • Culture is vital, stay where the culture suits you, stay where the fun is. 

Here’s a few more key insights that will help any potential candidate;

“What we’ve always done is 25% brand engagement, 65% customer engagement, and 10% change management. We want people who can bring customer engagement to our business through digital or personal interactions”- Andrew Baxter

The best jobs are never advertised. Connect with people on platforms like LinkedIn. Make your brand known and show it to people’- Andrew Ford

 #2 Working with agencies.

There’s two distinct points of view here. Again there was discussion from the perspective of being an employee within an agency. Oddly enough this can give you, from a customer perspective,  valuable insight to go about selecting a quality marketing firm in the future. And of course when it came time to discuss things from the perspective of present and future customers, the gold kept flowing. Here’s some points we feel best share both sides of the employee/customer equation. Read between the lines carefully here folks. Those who care about their people, are more likely to give you the best campaign results. Now and into the future.

  •  The 4 Andrews all agreed that cultural diversity within an organisation creates an environment that is full of new and unique ideas. It creates a space for experimentation which in turn leads to campaigns that really stand out.
  • In their eyes, businesses need to make sure they are hiring someone who will fit into their culture and their environment. Important when you consider you might have to spend up to 12 hours a day with these people.
  • Statistics suggest that 89% of Millennials would rather take a cool job with cool bosses that pays less than a job where the cool factor just doesn’t exist. Fun and enjoyable work environments are produced when people get along and openly share their ideas. Nobody wants to work with grumpy colleagues and/or bosses. 
  • Andrew Mackinnon believes every project him and his team work on should be fun, offer them the ability to attract more work, and of course make a bit of money. He also encourages his staff to pursue their own side-business so they can learn first-hand what difficulties and challenges organisations can face.
  • Vitally important that businesses keep innovating. They should be aware of and move towards trends that their customers and their markets are following.
  • Organisations should create their structure based around what their customers want
  • Everything can be outsourced, and just about anyone can manage social media channels now. Organisations should keep the bulk of their customer’s important work in-house and outsource as much of the grunt work as feasible. Keep your best people on what matters most.
  • It’s been suggested that if you increase investment in employee engagement investments by 10 percent, it can increase company profits by $2,400 per employee per year.

#3 The future of marketing

OK if you’ve skipped ahead and started reading from here, then you’ve missed a heap of great info. Go back and read everything, otherwise you’re missing the best parts that back up this next section.

Spoiler alert; the future of marketing is unknown. I know right, SHATTERRED! But there’s a shift happening and if you are not aware of it, you’re going to fall behind, and quickly.

According to the 4 Andrews there’s four possible futures for marketing.

  1. Digital
  2. Diverse
  3. Data
  4. Disruptive.  

Of course we all know digital is here to stay, but it’s morphing with some of the older not-so-digital formats. This means that the older channels are still likely to remain effective, such as TV and billboards. This can help create diversity in a digital landscape, as there’s likely to be a stronger convergence of online digital with offline traditional. If you hadn’t noticed already allow me to prod you. Mobile Strike or Clash of Clans being advertised on prime time TV for instance. There’s even YouTube adds on billboards now too!

Data remains as something powerful for marketing’s future. You’ve got to have your content in the exact same spot your customers are most likely to consume it. Data on your target will become important as there’s so many channels now, the future is likely to be extremely noisy so cut-through should be a priority.

As for disruptive, that was a bit harder for the 4 Andrews to pin down. Then again let’s face it, if you knew what could potentially change the marketing landscape, would you share it? Nah me neither!

Andrew McKinnon best summed up where the disruption should come from though. He states that today’s consumers are aware, educated, and very discerning. You can’t sell coke as a refreshing healthy experience. That type of advertising BS is dead.

Again the 4 Andrews agree on two or three points.

  • Everyone understands digital now, so this is no longer a special skill.
  • The numerous channels we have now, and how ever many the future brings, will require their own individual expertise.
  • Less is more. Stick with the channels the bulk of your market uses, the channels you can manage, and manage them well. 

What’s selling product nowadays is stories. Particularly the stories behind the brands. To create successful stories in the future will likely require several collaborators. For instance, your audience, preferred customers, associates. Collaborate with them and fill them with your content/message.


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Andrew Ford

Social Star, Level 4, Suite 402, 517 Flinders Lane, Melbourne, Australia

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.