CMO.com Perspectives lets you learn what other CMOs are thinking, with interviews with leading CMOs, results from surveys of CMOs, and a list of events where you can learn and network with peers. Topics include online media, traditional media, emerging media, tools, branding and communications, lifecycle marketing, market research, analysis and measurement, strategic planning, general management
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CMO.comAmong the many changes wrought by the digital revolution, none is more profound than the effect it has had on the makeup of the marketing organization. A recent survey of marketing executives at more than 30 major corporations by The Boston Consulting Group aims to determine what, exactly, is going on organizationally and how these companies plan to capitalize on the opportunities afforded by today’s technologies—which they, rightly, see as difficult and time-consuming tasks.
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Ignite Social MediaGreg Jarboe, president of SEO-PR and the author of "YouTube and Video Marketing: An Hour a Day," discusses YouTube's future from a marketing perspective and shares his favorite video from 2011. "If there is one top tip that I don’t see many brands utilizing," he says, "it would be 'Tent-pole Programming,'" or programming around specific events.
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CMO.comEvery brand wants to galvanize its target audiences around the topics that are most important to them and to the brand. But often this intent runs headlong into many obstacles. Following are five simple rules-of-thumb to guide content strategy and execution.
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CMO.comLast year I wrote an article and blog post about Big Data. I hate to repeat topics, but the subject kept popping up in conversations I had this past week with folks internally and from around the industry.
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All Things DigitalAs head of marketing for Samsung, Younghee Lee wants consumers to love Samsung the same way they love Apple. “Mobile can be a symbol of who you are,” she says. “A lot of people believe ‘what I have in my hands is me.’”
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CMO.comIn today’s volatile economy, chances are good that you may have to change your career objectives. Is your personal brand strong enough to support you through the transition? I want to tell you about a guy who is quite pained about the truth of his online personal brand because he ignored some of the stuff you have to pay attention to. A healthy brand is built on quality and consistency, or it’ll never transport you where you want to go. This guy wants to go somewhere new.
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ABC of SalesPeople, Brand Marketing, Social Media Marketing, Strategy, Online Media, Branding and Communications, General Management, Strategic PlanningJohn Moore worked for about a decade in marketing departments for companies such as Starbucks and Whole Foods. He talks about how marketing has changed in that time. "Really good marketing is, was, and will continue to be about getting the right message to the right person at the right time in the right way to deliver the right results," he says.
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CMO.comThis overkill is undermining the value of customer feedback, wasting time, and distorting companies' perceptions of what their customers really think. CEOs and CMOs are right to care deeply about customer satisfaction, but they have to ask themselves some tough questions: Are these surveys doing more harm than good by irritating customers? Are they asking the right questions? Are they generating useful data, and, if they are, is the data being put to use?
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CMO.comSometimes they're cute. Sometimes they’re clever. They had better be informative. They're information graphics–a.k.a. infographics–and they've become one of the marketing tactics du jour, though man and marketer have been using pictures and symbols to quickly and clearly present complex information since the caves. So what's different now?
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CMO.comIn-program (and in-game) advertisements and product placements are prolific. By no means is this a new or novel concept to the ad game: Like everything else, the mediums and methods to get the story across have evolved, and so has the person consuming the content.
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