What leading CMOs are thinking about.

CMOs are beginning to last longer in their jobs. Executive search firm Spencer Stuart reports that CMO's are staying in their post an average of 45 months, a marked increase from 2005 when the average tenure was only 23.5 months.

So why the increase in job security? I am seeing more and more senior marketing leaders focussing on enterprise marketing solutions, not just branding strategies. CMOs are getting closer to their customers through Big Data, digital technologies, multicultural trends, and more contemporary media strategies. They are working more closely with their company's CIO to develop smarter, data-driven strategies. This is a welcome change from the days when a new CMO would put their stamp on the company by firing the agency and developing yet another advertising campaign.

The new CMO agenda is focused on four big questions:

How can data and analytics help optimize my company's marketing investment and mix? How do we embrace Marketing Cloud solutions to get more accurate marketing attribution?
How fast can we become a "mobile-first" marketing organization to get even closer to our customers, one that embraces "mobile as a service"?
How can we better engage customers who are tuning out of mass media? Can we lessen our dependence on big campaigns and instead re-imagine marketing communications as an always-on, content publishing discipline?
How can we build a coalition of growth by serving our core customers as well as an increasingly multicultural America?

Comments

Unknown said…

A good blog always comes-up with new and exciting information and while reading I felt that this blog has good quality content that qualifies a blog to be a good one. Your Info about
multi-cultural advertising agency really helped me in my research.

January 21, 2015 at 5:55 AM

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius. Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Zen and the art of an EV roadtrip.

I remember the anxiety I had when I cut the cord and switched from Cable TV to streaming. Could I still watch live sports? Would I get all my favorite programs? Sure enough, with YouTube TV, the answer was a resounding yes to both questions. Now I’m cutting a new cord — the gas pump — as I take my new Mustang Mach-E on a cross-country trip. And like the time I cut Cable TV, I'm experiencing the same questions. Will it have the range for a long drive? Will I waste hours recharging along the way? Well, today is Day 1 on the Mach-E's first ever long distance drive , as we say farewell to Detroit and head to La Quinta. For those of you thinking about buying an EV, I’ll be sharing daily posts to help alleviate so-called “range anxiety.” (Trust me, in pressing the start button this morning, I’m taking a big trust-fall to shed the comfy muscle memory of ICE vehicles.) Today’s cool feature: The FordPass app which plans the route and most efficient charge points, then send

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv

rehumanize

Search This Blog