What Marketing Directors Want in 2011?

Last week I was privileged to attend The Marketing Forum; a three-day conference on board the Arcadia Ship with around 70 of the UK’s leading marketing directors.

Brands represented covered nearly every sector – from large public sector departments to global youth brands, b2b organisations to retailers, charities to insurance companies.

It was a chance to network, discuss strategic problems and share best practice – away from the distractions of the office.

This ultimately allowed for big thinking in a contained environment.

So what were the hot topics that the leading budget holders are interested in talking about for the year ahead?

These were some of the top themes I encountered:

1) Social Media

Unsurprisingly – social media was a big area for discussion.  But most are well past the ‘should we / shouldn’t we’ discussion.   The conversation now is focused on measurement metrics, ROI, audience segmentation and creative campaigns that will cut through. They want tangibility, data and ultimately transparency behind any work that is undertaken.

2) Content

As a content-driven agency, it was refreshing to hear many leading brands coming round to our way of thinking and looking at using content to engage audiences.  There was a realisation that technology and consumer-demand is making now the time for a content-rich approach to communication.

3) Global Reach

Many of the marketing directors now have a global remit within their organisation.  With ever-shrinking budgets, many are now looking for cost savings through the synergy of global campaigns with localisation handled by each territory.

4) Activation

Similarly, activation was a big topic for discussion.  Many of the marketing directors were looking for interesting and creative ways of making a campaign idea stretch much further across multiple channels.  

5) The Economy

The economy on a global and local level was an ongoing discussion with varying theories for the year ahead and what would happen to budgets.

Interestingly enough, quite a few of the brands were already planning for 2012 – so are taking a much longer strategic view than many PR agencies are used to working to.

6) X Factor

Not from a brand / marketing best-practice perspective – but who the winner is going to be. 

It looks like One Direction or Mary Byrne may have a good chance…. 

No one mentioned Wagner…