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A 12-month timeline of Econsultancy's Modern Marketing Model (M3) which fuses digital and classic marketing into one future-facing framework. M3 informs marketing’s remit, the required competencies and organisational design to define marketing in the digital age
There are many elements where the tactical and executional opportunities may have changed, largely because of digital, but which do not need renaming for the sake of it. Conceptually they are still valid and based on robust and enduring data, research and best practice.
Modern Marketing Model (M3) - 1 year on
Model (M3) – 1 year on
Ashley Friedlein, Founder, Econsultancy
• M3 (Modern Marketing Model) – quick recap
• How has it been received?
• How is it being used?
• How is it evolving?
• What next?
Who, what, how...?
Aka “customer-centricity” – are
we properly looking at this from
a customer/market viewpoint (or
just because we have some
product we think we can sell)?
Aka “market research” –
qualitative + quantitative, primary
+ secondary data sources
Brand equity, management,
tracking, architecture. Central
brand purpose, values. Pricing.
Mapping the market and choosing
/ defining your target segments
Deliver brand perception –
measurement & optimisation
Aka “Place” – ensuring your
product/service can be found where
your customers are (‘availability’)
Media-neutral combination of marketing
tactics/channels to communicate your message
The management of marketing data (privacy,
governance, metadata, algorithms, models etc) + the
measurement and optimisation of all marketing activities
"Any manager or student who studies only the old marketing
will be no match against digital marketers."
"The company’s CMO has to balance the company’s
spending between traditional and digital marketing and to
take advantage of synergies between the two."
"CMOs are recognizing the growing importance of content
How is it being used?
Training & Development
Fast Track to
Training Anytime. Any device.
Learn at your own pace, at a time and
place that suits you on our award winning,
responsive online classroom platform, with
60 days included access.
Marketing excellence. Crafted content.
Digital excellence and expert content which
gives you the best in marketing and digital,
along with up-to-date industry expertise.
More than just a pat on the back
Upon completion, you’ll receive an
Econsultancy certificate with 14 CPD
The way in which marketing is taught, understood
and applied has not changed, despite the dramatic
technological shifts. Marketers now operate in an
environment that demands new requirements for
skills, competencies and capabilities, which are not
reflected normet by an industry model.
The course brings to life the first unifying
frameworkto define marketing in the digital age -
Econsultancy's Modern Marketing Model (M3),
which fuses both classic and digital marketing. All
in 10 interactive, challenging and intensive CPD
accredited video modules, taught by none other
than Econsultancy's founder, Ashley Friedlein.
Available for both teams
Fast Track to Modern Marketing Online Training
Example brands doing M3 online training…
M3 Skills Assessment
The following slides demonstrate the results of XXX skills-
Participants across different teams at XXX were asked a
selection of multiple choice questions on 10 high level modern
•Segmentation & Targeting
•Integrated Marketing Communications
•Data & Measurement
Ple ase no te : This chart is a g ro up ave rag e o f the re sults by to pic acro ss allparticipants
Average Group Results Across all Topics
Traditional vs Digital
Theoretical vs Practical
Generalist vs Specialist
Scores pulled up and
down by strong and
Please note: Each dot represents an individual respondent's total skills assessment score (rounded to highest point)
Total of questions correct by individual
Stakeholder interviews key themes:
3. NOT MODERN MARKETERS
digital exists but
Need to get
the top jobs.
raditional marketing is held up as more valuable than newer methods.
bove the line profile, budget and perceived ‘glamour’ draw staff away
from data driven digital performance marketing and create a split
between the new and old techniques. By not being integrated and
understood as a whole, outputs and activity cannot achieve full potential.
raditional marketers sitting in top jobs who then recruit in their own image
– the way to the top is seen as ‘old school’ so digital talent often leaves.
igital is seen a separate. Yes it can be part of everyone’s job but the experts sit in IT.
Key Findings (Summary)
even major themes emerged during the interviews and
map directly onto the M3 model as challenges.
Stakeholders felt that all themes were individually and
collectively preventing XXX from fulfilling its potential.
. Lacking a ‘customer first’ approach
. Challenging culture preventing progress
. Traditional and digital marketing not connected
. Chosen technology is disrupting, not enabling
1. Detailed modern marketing skills become mandatory in job
descriptions and prioritised during recruitment process.
2. Make strategic ‘digital biased’ hires in key senior roles.
3. Create a solid interagency team that share budget, objectives ensuring
integration is baked in at the highest level.
4. Ensure traditional and digital partners have equal status at CRUK,
and as brand guardians speak in one voice.
5. Make innovation everybody’s business again and create a
framework around how the central expert team support, collate
Key Rec’d 2: Fuse together marketing styles
How is it being used?
Key M3 considerations for modern marketing
• What level of control/involvement for ‘marketing’
in the following:
– Data / tech
– Customer Experience (inc. Product)
• What level of co-operation with other teams (esp.
tech, sales, service, product)