Creating value through marketing transformation

Despite these challenges, PwC has seen modern marketers thrive, with some increasing ROI by more than 10% and in some cases up to 20% each year. How do they do that? Modern marketers don’t simply reject the old for the new. Consumer-centricity, creativity and agility remain critical. But now data, analytics and technology provide a new way to play. Modern marketers are building a growth flywheel comprised of five connected capabilities:

• Resource allocation
• Dynamic insights
• Creative personalization
• Commerce anywhere
• Measurement

These capabilities are underpinned by four structural enablers:

• Integrated operating models
• Agency partnerships
• Culture and agility
• Scalable MarTech and data platforms.

Sustaining transformation requires investment, but it doesn’t come with a blank checkbook.  Successful marketing transformations “earn the right” to sustain the momentum for change by constantly delivering effective and efficient outcomes. By narrowing focus and unlocking efficiencies, modern marketers can fuel — and more importantly, sustain — much needed investments in growth capabilities.