Women are their own worst critics, says Dove Real Beauty. In this experiment they are asked to describe themself . Other women describe them as well. Conclusion: what you think of yourself is not always the right thing. People are bad in marketing themselves. What lesson can be learned for marketing?
Unlike many C-level executives, Chief Marketing Officers (CMOs) are without commonly accepted strategies and routine performance measures. This may be in part why CMOs so often dont get a seat at the executive table and incur such high churn. So whats a CMO to do? In this
Though frequently at odds, marketing and IT executives agree that harnessing Big Data is imperative to building a customer-centric corporate culture, SAS.
They also agree that a lack of CMO/CIO alignment, rigid silos, unclear responsibilities, and a lack of leadership impede an organization from using Big Data to its full potential, the survey of CMOs and CIOs found.
Big Data is important to achieving a customer-centric culture, according to the study:
Below, additional findings from the CMO Council study, titled Big Data’s Biggest Role, Aligning the CMO & CIO.
Access to in-depth data, and the ability to translate it into insights, is a competitive advantage according to 70% of marketers: 30% say it is critical, and 40% say it is part of the overall picture.
However, most respondents view the flood of incoming data as part obstacle and part opportunity: 61% of CMOs and 60% of CIOs say so, admitting they have a long way to go still in using Big Data properly.
The main challenge, according to 52% of marketers (and 45% of IT professionals), is that functional silos block aggregation of data from across the organization, making it difficult to truly achieve customer-centricity:
Moreover, 39% of CMOs say the corporate culture is not aligned around the needs of customers.
A likely explanation for the lack of total customer focus is that no clear ownership of the customer exists. Among marketing executives, 18% say that ownership rests with the CEO, 17% say the CMO, and 19% say sales. IT professionals assign ownership to the CEO (20%), CMO (19%), and sales (17%).
Organizations that report they have achieved total partnership between CMO and CIO also have clearer ownership of the customer.
In such organizations, marketers (24%) and IT professionals (30%) say the CEO owns the customer. Furthermore, marketers and IT executives in total partnership organizations are highly satisfied with their companys ability to engage the customer (42% of marketers, 31% of IT execs).
Professor Turpin says that the chief marketing officer position is no longer tenable because most CMOs are simply executing a communications strategy. As Turpin put it, “The chief executive sets the overall strategy, the research and development and innovation teams design the product, and the chief financial officer determines pricing and departmental budgets.” Professor Turpin argues that the CMO should be replaced by a “chief customer officer” whose primary role would be to listen and communicate the views of customers across the company.
Whether or not you agree with Professor Turpin, it seems clear that many CMOs have a significant credibility problem in the C-suite. In a study by The Fournaise Marketing Group , 80% of CEOs said they don’t really trust marketers, and 64% said they have taken away product and pricing powers from CMOs because those functions are too important for business success to let marketers control them.
Okay, we marketers are always busy with delivering our message, arent we? Always thinking about what we should say and where we should say it. But do you think youre doing it the right way? Is your message coming through right? Watch what happens when you think out of the box, talking about the right resources at the right place
You know you need to market your practice, but how effective are your current methods? Marketing metrics give us the best information about whats working and what is not and will help you make better investment decisions. Learn how to measure the impact of your efforts and refine your approach in this webinar, Marketing Metrics Getting the Most from Your Marketing Dollars with Cheryl Whitman, CEO of Beautiful Forever Consulting.
Cheryl Whitman is an internationally-recognized pioneer in medical spa and aesthetic medical business consulting. She is a published author, speaker, and cosmetic marketing specialist, and spearheads a successful team of aesthetic business consultants and business professionals as founder and CEO of Beautiful Forever. Dont miss the opportunity to learn how you can get more out of your marketing dollars!
DAM-event in New York by Henry Stewart (May 2nd and 3rd) will prove you wrong.
Theresa Regli, Principal & Managing Director, Real Story Group and Romney Whitehead, Digital Content Platform Manager, NET-A-PORTER Group will give an overview of corporate (non-broadcaster) oriented video technology options.
After that a panel of video management experts who will discuss this challenge.
All panel speakers have years of experience within the field and are members of advanced video MAM user and/or consultation teams.
Jacki Guerra, VP, Media Asset Services, A&E Television Networks
For a detailed conference agenda please click here
Ever since 2001 VisionEdge Marketing is conducting a Marketing Performance Management survey to better understand how marketers are using marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance, and forecast trends. The new 2013 issue of the survey is online now.
Survey participants have found the results to be an excellent benchmarking tool. It provides insight into how marketers use data, metrics, and analytics to inform marketing decisions, improve marketing performance, and report on their contribution, impact and value. This year’s survey is particularly focused on marketing dashboards, data, and analytics- important capabilities for today’s marketing professionals.
In appreciation for completing the survey, participants will receive:
All responses will be kept strictly confidential and reported only in the aggregate. The survey closes at April 30, 2013. If you leave the survey and re-enter, you will be returned to the place where you left off.
On the people side, Mr. Diamond identifies six positions or roles that are essential for a successful DAM project.
Mercedes is brand that shines luxury and German quality. Dont we all wanna drive one? We all know their commercials, that say we have to, but
Be carefull what you wish for
