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CMO's Year End Specials
These days, marketing channels, platforms, and tools that lack a social component are probably doomed to failure. CMO.com's second annual downloadable guide will help you determine which ones are a must in your marketing strategy.
CEOs have always held their CMOs to high standards, but in this day and age, marketing accountability has never been more intense. What does it take to please the boss?
From choosing a chief digital officer, to opening your eyes to talent in new places, to incenting employee innovation, these suggestions--and more--will help CMOs build a forward-thinking team of top-notch marketers.
With so many issues on a CMO's plate, it's no wonder a few things slip by. Unfortunately, those under-the-radar issues can come screaming into view if not properly managed.
The Society of Digital Agencies' "Digital Marketing Outlook" report explores a multitude of topics that make it clear the era of integrated marketing is very much here. More than 600 CMOs, agency executives, and digital media technologists were surveyed for the report, rolled out over four weeks in the form of 25 insightful articles designed to inspire, validate your thinking, and fuel action.
Consumers want to feel they're part of something that makes the world a better place. Marketers who fail to realign their thinking and behavior in the pursuit of meaning will be quickly overtaken by those who do.
Metrics can be a good news-bad news situation for marketers. They're necessary to gauge our marketing efforts, of course, but picking the wrong ones can be worse than using none at all.
CMOs have at their disposal more new technologies than ever before. And the barriers to entry have never been lower. To help you narrow the field, we have selected eight new technologies--what they are, why now, and what to watch out for--you should be testing or implementing now.
It is getting more difficult for a company to connect with customers and prosper if it doesn't stand for something more than its bottom line. Here, we assemble survey data and expert opinion to give marketers guidance on what consumers expect from companies--and how companies can satisfy those expectations.
Slavish rule-following can have predictable, dull results--exactly what marketing shouldn't be. Done right, breaking the rules can be liberating and successful. Meet three executives whose marketing risks paid off, plus one whose didn't and cost her her job.
Top Stories From CMO.com
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Regulation that addresses unsolicited electronic commercial messages in Canada comes attached with implications that matter to every U.S. marketer sending electronic messages to, through, or from the Great White North.
Branded content accounted for 26 percent of overall marketing spend for responding companies, which included Allstate Insurance, Sports Authority, and the University of Mspamaryland.
The haves: Online, cable, radio and out of home. The have-nots: Just about everyone else.
A full 88% of survey respondents said that the time it takes for the site to load or appear on the screen is an either important or extremely important feature of their mobile shopping experience.
According to Facebook, spending on the following campaigns varied greatly and most included a mix of marketplace and premium ad buys.
By 2015, video ad spending will reach $7.11 billion, up from $2.16 billion in 2011. In the past year alone, growth was 52.1%.
Panelists at this week's Ignition conference also echoed the themes of an earlier panel on digital advertising, in which eMarketer CEO Geoff Ramsey said that there should be a stronger connection between the ad tech and creative communities.
Carney has faced a decidedly rocky path since leaving her New York City-based media planning and strategy firm Naked Communications, and joining Disney in April 2010.
Television stations may face reprimand or the loss of commercial broadcast rights if they air advertising during the 45-minute episodes.
In the absence of a financial meltdown, the 274 technology marketing executives and agency professionals who responded to IDG's online survey said that 50.1% of their spending would focus on digital tactics in 2012.
| Inside CMO.com | |
Some marketing pros say creativity is more important now than it ever has been in the past; others say every campaign must be crafted with an eye toward analytics, optimization, and ROI mandates. But can't the two disciplines co-exist--or even complement each other?
In her new book, launched earlier this week, Allison Cerra examines how technology is changing the way people perceive their relationships and define themselves. It turns out that the same technology affects different people in different ways, depending on their stage of life. Cerra explains what it all means for marketers.
I've seen resumes that run 12 pages--and every page is important and worth reading. In marketing, companies struggle with keeping the message short, focused, and meaningful. But when it comes to selling yourself, sometimes short comes up, well, short.
The most "activated" brands in any category typically are ones that do the best job of making their customer/prospect audiences more successful--and not just by selling them products. As a case in point, consider our client, PR Newswire.
Top 10 Articles from CMO.com
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A holistic, enterprise-level SEO approach can help boost the visibility and rankings for a site, but it also can also benefit an organization in many other ways.
Customers today are actively engaged buyers, so your approach to the sales and marketing pipeline must evolve. Learn six revised stages for implementing and measuring marketing's contribution to the pipeline.
The truth is we don't need more data. The Internet could literally stop now and we'd have plenty. Data allows us to see and count but not necessarily know our audience. What we need is a deeper intuitive understanding of our audiences, and that understanding requires a little more effort.
Companies that are successful at integrated marketing are the ones that constantly respond to what customers want, as well as how and where they want it. These steps will put you on the right path.
This free e-book includes a detailed overview of how content curation--the process of finding, organizing, and sharing online content--supports marketing objectives and drives business results.
By adopting the Adobe Online Marketing Suite, the American Cancer Society has been able to raise awareness and promote education by delivering engaging content across multiple platforms.
A recent study says CMOs are not ready to be held accountable for marketing ROI--including Web ROI. Maybe marketers simply have not evolved to match the capabilities available to the true practitioner of Web analytics. Put another way, they've been winging it.
Leadership attitudes, and the organizational culture they spawn, are critical to social-media success. They are among a company's most fundamental social-media assets--or liabilities. Here are the six basic categories those attitudes fall into.
There are good reasons to automate your social media marketing: covering time zones, creating efficiencies, making time to eat and sleep. But there are even better reasons NOT to automate some things.
From Cartoon Network's guerrilla marketing campaign that people mistook for a bomb scare, to a Molsen campaign that seemingly encouraged underage drinking, here are 10 marketing stunts that didn't go according to plan.
Most Popular "Q2 2011" Articles
CEOs have always held their CMOs to high standards, but in this day and age, marketing accountability has never been more intense. What does it take to please the boss?
With so many issues on a CMO's plate, it's no wonder a few things slip by. Unfortunately, those under-the-radar issues can come screaming into view if not properly managed.
Satisfaction has long been a measure of customer loyalty, but it alone doesn't explain why a customer becomes a raving advocate. And it doesn't really address what might attract a prospect to the brand in the first place. What does? Consumer connection.
The CMO is poised to become one of the most powerful positions within an organization. But for that to happen, CMOs must adopt data-driven skill sets, processes, and cultures, as well as smart technologies that harness data to keep pace with marketing complexity and exceed business objectives.
Consumers want to feel they're part of something that makes the world a better place. Marketers who fail to realign their thinking and behavior in the pursuit of meaning will be quickly overtaken by those who do.
When it comes to customer engagement, there is, of course, no single "multichannel silver bullet," but there are some key questions you can ask--the answers to which will put you on the right track for developing a sound multichannel marketing strategy.
While no magical metric exists that will unlock the money chest--that varies depending on each company's goals and industry--the following five tips will help marketers get their messages through to the keepers of the coffers.
Heading into 2011, there was no shortage of stories of what the new year had in store for digital marketers. Now, with 2011 nearly at its midpoint, it's time to check in on some of those predictions and see whether they are still on track--or going off in a different direction.
At the end of the day, B2B marketers typically get overlooked and underappreciated. In many cases, they have to sell a complex product to a complex audience. Using some of the tools and techniques that markets have been using for sexy consumer products--but doing so in the context of the B2B sales funnel--can yield dramatic results.
The success of companies like Groupon and LivingSocial in creating the $5-billion-a-year group-buying market has created considerable debate about the future of the space. For clues, it helps to recall the evolution of the online display advertising market.
Top 10 Articles from CMO.com as of 5/11/11
The convergence of traditional TV and streaming Internet video is becoming a mainstream reality. Here's a look at how CMOs should prepare for the day when consumers watch more content from the Web than from a TV network.
Curation is part of the DNA of the Web from its very origin, we have strong evidence that curation is at the beginning of the democratization process, and investors are providing the capital to ensure that this process continues.
When customers see an online ad for a product they previously looked at on a different Web site, they've been retargeted. Making that happen is the business of companies like TellApart, whose founders came from Google, where they had both worked on AdWords and other advertising platforms.
Although the term "conversion" is typically considered synonymous with sales, on the Web the concept covers plenty more--for example, a Facebook "like" or form completion. But no matter how you define conversions, the first step is, of course, getting them.
To date, no one has found a sure-fire solution to the online advertising Rubik's Cube. Squeezing users' attention for a cheap view is one way to go, but it's a dangerous game, inducing cheating, dependence, and a distaste for something they once loved.
How do you attract the search engine attention that brings in new customers and keeps the existing ones coming back? How do you optimize your site to lead an exodus of customers away from the competition and to your site? Here are a trio of strategies to make you stand out as the promised land for your client businesses.
Granted, CMOs and other marketing stakeholders working closely with sales executives to foster a culture of collaboration is often easier said than done, but the long-term ROI potential definitely makes this effort worthwhile.
Publishers are pretty confident that once they have some experience and competence on all kinds of platforms--iPad, Android and the Nook (which has been a big stealth seller of magazines)--that they will be able to show advertisers that a magazine is a magazine, even when it arrives wirelessly.
The era ushered in last year by Apple's iPad has upended the personal computing world. Retailers and manufacturers think tablet sales will outpace laptop sales in the U.S. as early as next year. And ads featuring tablets and smartphones have flooded the airwaves as manufacturers battle for a piece of the burgeoning tablet market.
Consumers love low prices, but retailers shouldn't overlook the way shoppers perceive value online and in stores, even for the most competitive product categories.
| Inside CMO.com |
You work hard to put an edge on your company's products so they'll stand out from the competition. So why use a dull resume that gets buried among others when you're job hunting? No, that doesn't mean you should use salmon-colored paper or fancy borders on your resume doc. Don't make your resume another piece of junk mail. Fill it with substance.
In addition to finding that most providers and attendees like virtual events for trade shows, training sessions, networking, customer engagement, a new Unisfair survey uncovered some surprising findings.
"The key to marketing is to understand that the market knows the answers; you just need to figure out the right questions. And to do that you need to listen to the market, and social media is a great way to do that," says AMD CMO Nigel Dessau, in an exclusive interview conducted by the CMO Journal and CMO.com.
Are there three simple lessons you can learn that will help you succeed as your company's chief marketer? How about we turn that 180 degrees: What three marketing lessons do you think CMOs have been responsible for teaching over the last few years? Gary Scheiner, chief creative officer at digital agency Rosetta, knows the answer, because he's been a good listener. In his recent article for CMO.com, "3 Lessons CMOs Taught An Unlikely Student," Scheiner enumerates what he's picked up from years of conversations with leading CMOs. Teacher, get ready to be the student.
Introducing CMO Insider
We're very excited to introduce CMO Insider, a rich, new community designed to accurately reflect your experiences and expertise. We believe that we can best serve chief marketing officers and other marketing executives by putting you inside CMO.com--where you can access special content and interact with peers about career and work issues that are unique to senior-level marketers. Here's some of what you can expect to find, daily, in CMO Insider:
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New CMO.com original content written for CMOs about CMOs;
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The ability to discuss and connect with other CMOs in our new "Forum";
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Chief marketers talking about what's going on in the real world via "CMO Interviews";
Need To Know
We are also offering two new original content areas. One is "Need To Know," written by CMO.com's editor in chief, Tim Moran. What is it CMOs and other marketing executives need to know to do their job? What is it about the work that makes being the chief marketer in this new digital landscape so challenging and exciting? Moran will use this platform to explore the issues that make "doing the work" of a CMO uniquely different in the C-suite.
Ask The Headhunter
We are also pleased to add Nick "Ask The Headhunter" Corcodilos to our roster of contributors. Nick, in his eponymous blog, will be looking at how chief marketers can tackle the daunting obstacles that job hunters and managers face when trying to work together. "Ask The Headhunter" will feature his radical approach to both winning jobs and to hiring great workers.
Typical of the kinds of content you can find in CMO Insider are articles like these:
While we report on all these topics, more important is that we want you to tell us--and to share with other marketers--what's really going on inside your world. Our mission is to get inside marketing through discussion and interaction. You are the movers, shakers, and mentors who change the world of marketing every day. Each new article in CMO Insider starts a new discussion, where you can share your experience, insight, and expertise with us and your peers. We hope every CMO Insider will join us to talk shop.
We look forward to seeing you there, and we hope you enjoy the new CMO Insider.
See you in the Forums,
The Editors of CMO.com
Top 10 Articles from CMO.com
Consumers want to feel they're part of something that makes the world a better place. Marketers who fail to realign their thinking and behavior in the pursuit of meaning will be quickly overtaken by those who do.
During the past six to nine months, we've seen a next-generation marketer begin to emerge. Looking at the most recent CMO moves, we can extrapolate some of the ways the role is evolving in the marketplace--particularly at organizations where the emphasis is shifting toward customer insight and relationship building.
Multichannel marketers are harnessing the power of marketing resource and marketing assessment management tools to organize and make sense of their vast stores of complex, interrelated data.
Prudent leaders prepare for calamity. Whether the crisis is self-created (like BP's) or a swipe from the blind side (like hair fashion's effect on Brylcreem), recovery can be elusive.
Are you keeping up with the online tactics your peers are planning and deploying to grow their business? The fifth annual Adobe Scene7 survey identifies where businesses worldwide are putting their digital marketing dollars and which tactics are working for them.
In recent years, consumers have become empowered to create their own content about our brands and share it throughout their networks and beyond. As a result, "in addition to 'consumer impressions,' we are increasingly tracking 'consumer expressions," writes Coca-Cola EVP and CMO Joe Tripodi.
Has the golden age of brand marketing communications finally met its match? To earn the public's trust, it's crucial that marketers provide transparency and truth regarding the motivating factors of online marketing and social media campaigns, who's running the show, and what information is being collected.
Today's social shopper, in all of her forms (consumer, buyer, user, loyal customer), is telling business she's through with top-down marketing relationships. And the marketer is no longer master of mass consumption. As a result of this seismic shift in influence, marketers are just now learning what management scholars have known about motivation for decades.
How far can healthcare practitioners go to promote their services while still respecting regulation--and ethics? The answer doesn't come easy, and it's one that continues to evolve as marketers test different best practices and strategies.
The purpose of marketing is to attract people who need your products and/or services. Marketers are great at identifying opportunities, creating strategies, and measuring results. The purpose of customer service is to deliver on the promise, matching products or services to needs, resolving issues, and making customers feel like they are the most important people in the world.
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If you were to say to a customer, "Draw me a picture of Brand X. Imagine Brand X comes to life and is able to think and speak." It's amazing what consumers draw, even the ones who are self-conscious about their art skills. The results from these "psychological drawings" can spur new thinking about strategy.
Sure, EA wants to sell advertising, but Dave Madden understands the 2005 concept of shoe-horning some miserable retailer's logo into a mall-shoot-out scene is not the way forward. In fact, new head-honcho at EA's grandly named Global Marketing Solutions Group has a vision that sounds a lot like good sense.
The true commercial power of augmented reality lies in its ability to let consumers virtually hold and interact with products that are fully and accurately modelled in the virtual world.
Search has always been an attractive way to reach people the consumer right as they're looking to buy, or at least researching a purchase. That's why search will always be important, even if consumers become less dependent on it for more online activities and information discovery.
Top Ten Articles from CMO.com for April 29th 2011
The biggest difference between Facebook Deals and the daily deal leaders is that the Palo Alto company hopes to leverage the 600 million "friends" who use its social network.
Marketers can elevate mobile shopper marketing from a price-driven channel to a tool for activating shoppers and building long-term loyalty by understanding unmet shopper needs, according to a new study from OgilvyOne and OgilvyAction.
According to data from Outbrain, just over 10% of external referrals are from social media sites, compared with approximately 41% from search and nearly a third from other content sites.
LinkedIn ads also drive conversion: 21.0% of Web site visitors arriving via LinkedIn ads complete form-fills, according to a report by LeadPerformix.
As of March 2011, 37 percent of smartphone users own an Android device, said Nielsen--significantly more than the 27 percent who own an iPhone and the 22 percent who own a BlackBerry.
Indeed, 99% of stable cookies examined by ad network and technology provider Collective show no evidence of clicks.
Six in 10 digital dollars--or $5.1 billion--last year went to digital-specialty agencies such as Publicis Groupe's Digitas and Sapient Corp.'s SapientNitro.
The first time David Fagin saw he was being blocked from sending friend requests on Facebook, as well as being labeled a spammer, he didn't think much of it.
EA is already working on a new system that will allow advertisers to dynamically place brands or messaging across platforms and get measurable results that can be compared to traditional television or Internet advertising buys.
This weekend, the Procter & Gamble brand will ask consumers to send in their ideas for new ways to use Bounce. The top ideas will be featured in a new video on the brand's Facebook Page, though Bounce's home page already lists several.
CMO.com's Top Ten Weekly Stories for 4/15/11
Figures also reveal some cracks in the Internet's growing strength as an ad medium, and brand advertising still lags behind direct response advertising on the Web.
Research suggests that Google's personalized results may not be much better than the ordinary kind.
Price comparison may well be the most popular research activity online during the purchase process, but the online opinions and experiences of other consumers play a vital role, too.
ZenithOptimedia said it expects the largest ad spending increases in the U.S. to flow to the Internet.
That 1 million stumbles-per-month statistic represents explosive growth, especially when you consider that since just a month ago, that number has grown by 200 million.
Five takeaways from a chart of Google's top 10 search advertisers in Q4 2010.
Ad response rates were 3.5 times higher when Internet radio was added to a broadcast radio campaign, and twice as high when Internet radio was added to an online campaign.
Both big and small states benefit from the advertising industry, according to a study commissioned by the Advertising Coalition.
Bloomberg Businessweek is selling subscriptions to an iPad version of its magazine for $2.99 a monthly, joining Elle and Maxim among a small but growing number of magazines willing to sign on despite industry-wide concerns about Apple's reluctance to share customer data.
According to the BlogHer 2011 Social Media Matters Study, nearly twice as many female American adults are motivated to consider products promoted by or with a blogger they know than they are by promotions featuring a celebrity.
