The benefits of a well-executed marketing plan are many, but to realize them CMOs must first ensure their strategies and tactics are right.
In this week's edition of "CMO Wants To Know," seven executives cite areas where their fellow marketers might be missing the mark. Read on to find out some common mistakes—and hopefully avoid them yourself.
Pete Stein, Global CEO, Razorfish, told CMO.com:
While marketers understand that the landscape is changing, they tend to underestimate the scale of transformation headed their way. Because of this, they don't fully grasp their responsibility as change agents within the organization—in marketing and beyond. Marketers who embrace this new, broader responsibility will have the opportunity to deepen their brands’ connection with consumers and play a larger role in defining the future of their businesses as a whole.
Chander Matrubhutam, Vice President Of Marketing, BrightEdge, told CMO.com:
Mobile is increasingly paramount for engaging customers and driving business results. This means marketers need to take advantage of data-driven insights to understand engagement across devices and reach customers at each touch point. And with more than 60 percent of American adults owning smartphones, according to Pew research, mobile is a channel that marketers cannot ignore or push to the wayside. We work with many major global brands and have noticed a trend in companies not taking advantage of the full benefits of mobile—over a quarter of mobile sites are not built for mobile traffic, and it's a mistake companies are paying for with their bottom line.
As mobile becomes an extension of consumer' lives, it's critical that marketers not only connect with them on these devices, but that they are connecting with them correctly. A recent study of BrightEdge customers shows that if brands correct these mobile mishaps, they stand to boost smartphone traffic by a significant 200 percent. There is a huge growth opportunity out there just waiting for marketers to grab a hold of it.
Clark Valberg, Co-Founder And CEO, InVision, told CMO.com:
The biggest mistake is marketing not demanding a seat at the product design table. A lack of continuity between messaging and the product itself leads to leaky funnels and loss of customer trust. It's not enough to launch a campaign focusing on one value proposition or another. The "experiential promises" marketers make need to resonate deeply as customers engage with the product. This challenges organizations to find more ways to socialize the product design process across departments.
Laney Lewis, Senior Director Of Marketing, Clearleap, told CMO.com:
The key to being a successful marketer is to play offense. Consumer behavior changes so quickly that we don't have the luxury of playing "wait ad see." We have to adapt ahead of the curve. A great example is the Listerine campaign during this year's World Cup: They set up real-time newsrooms in New York and London to react to the games, and churn out witty social content and advertisements.
Listerine recognized what a great opportunity the tournament was and pre-emptively executed a strategy that allowed them to capitalize on consumer trends. Today's consumer is distracted and fickle and now; more than ever is it our job to know what they want before they do.
Carin Van Vuuren, Chief Marketing Officer, Usablenet, told CMO.com:
I think one of the biggest mistakes marketers make is their approach to mobile. They often have the mistaken mind-set that mobile is "just another channel." The importance of mobile cannot be overstated: it should be the first medium for any message. I've also noticed a lack of focus on personalization in mobile content. Customers are drowning in information, but desperately lacking in relevant experiences. Marketers should be using big data to ensure personalization and delivery of relevant messages.
We live in a time now where marketing budgets are tight and teams have shrunk, but many marketers make the mistake of inside-out thinking and simply achieving cost-efficiency. We must remain focused on brand- and customer-first thinking and invest in technology that will ensure a seamless customer experience.
Jen Gray, Vice President of Marketing And Creative Services, HelloWorld, told CMO.com:
In our world of rich engagement, marketers are still taking a siloed approach to consumer activation, both in how internal organizations are structured and marketing plans. Brick-and-mortar divisions need to be in sync with e-commerce--playing to their individual assets, but creating cohesive experiences across screens and channels–social networks, mobile apps, sites, texting, email, in store, and online. The world of digital activation is moving so fast, and consumers move seamlessly between the physical and virtual worlds. Consumers expect one brand voice to know and communicate with them in the most relevant way to catch their attention and retain loyalty.
Catherine Tabor, Founder, CEO, Sparkfly, told CMO.com:
Marketers are not connecting their cross-channel ad dollars to in-store activity. Whether it’s mobile, social, digital, or print, advertisers in industries like retail and QSR are allocating spend to multiple channels, but they are not necessarily receiving visibility into what these channels made happen in store. Marketers need to be able to optimize in real time, based on what is actually driving ROI, so not gaining this visibility is a costly mistake.