2 New agenda for agencies: Agencies will be turned on their heads, with their efforts increasingly tied to client brand performance. Marketers will expect them to integrate strategic brand management, creativity and innovative media management-and to deliver big, game-changing ideas.
3 Hail to the chief: The chief marketing officer will rise in stature as a C-suite player, not only serving as chief brand architect and marketing-discipline integrator, but also as the enterprise's business-system innovator, organizational teacher/motivator and, most importantly, chief revenue builder.
4 Unconventional outreach: Marketing will become increasingly unconventional-tapping into social networking, word-of-mouth, local events and more-to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise. With the use of the internet, mobile and other new-media forms, combined with the innovative use of traditional media, marketers will find ways to reach and engage reluctant consumers and customers.
5 Media-buying metamorphosis: Media buying and selling will be transformed. The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media-buying exchanges.
6 Let the fighting end: Government policymakers, consumer-advocacy groups and brand marketers will begin to find common ground, aligning business goals with public-policy needs. Marketers will increasingly embrace their role in helping to advance national priorities in such areas as diversity, education and health-proactively addressing such societal ills as illegal-drug usage, obesity, underage smoking, alcohol abuse and others.
7 Organizational overhaul: The marketing organization will undergo a top-to-bottom reinvention, providing better professional education and skill-building, with a focus on enhancing creativity, strategic alignment and, ultimately, brand stewardship.
8 Research renewal: Research will become the next frontier in the accountability equation. Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing-mix modeling and brand-performance research become far more relevant to and aligned with critical brand-accountability goals. Marketers will be especially vocal in their desire for granular, brand-specific commercial ratings.
9 Blow up the back room: Archaic business systems and back-office operations will be overhauled to lower costs, increase efficiencies and redeploy nonworking dollars to hardworking, productive investments.
10 Continuous marketing reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.