The mindsets of chief marketing officers have evolved from a product-centric mindset to a more customer-centric one, as it is no longer just about developing eye-catching campaigns. They also serve as both the representative of the brand and the voice of the customer.
http://www.thedrum.com/news/2017/11/20/sap-cmo-alicia-tillman-marketers-evolving-role-brand-safety-and-implementing/
This is the fifth of the eight-part episode tutorial on the topic MEMS and Sensors Marketing, Oxymoron or Opportunity. The topic of this episode is putting the “s” back into MEMS and the challenges of doing so. Welcome back to those who have been following this bi-weekly tutorial series and a cordial welcome to those who are joining us for the first time.
It is interesting to consider that this tutorial series focuses on the theme of ‘oxymoron’ from a marketing perspective. Additionally, and for this episode, the topic of micro-electro-mechanical systems (MEMS) itself is truly another oxymoron or misnomer from several perspectives...
https://www.sensorsmag.com/components/sensor-mems-marketing-oxymoron-or-opportunity-episode-five/
Can a large incumbent company rediscover how to act like an agile start-up?
I believe the answer is yes, though success depends largely on another question: Can the executive team learn to get out of the way?
Behaving like an agile start-up implies speed, a sharply defined mission, and a deep understanding of customers. Those qualities allow a company to consistently formulate the right strategy and execute it cleanly—but also to pivot decisively when conditions change.
https://hbr.org/2017/11/figure-out-your-companys-make-or-break-strategic-problems-then-use-small-teams-to-solve-them/
When Connie O'Brien became chief marketing officer at U.K.-based Tungsten Network in 2016, the company's awareness was largely limited to Europe. Its marketing was pretty much confined to investor relations.
O'Brien was tasked with building a marketing machine from the ground up.
http://adage.com/article/cmo-strategy-columns/b2b-storytelling-a-modest-budget/311423/
This content is produced by The Australian Financial Review in commercial partnership with KPMG.
With most of the rhetoric in the digital economy focused on placing the customer at the heart of all strategic thinking, it would be fair to assume a company's chief marketing officer or chief customer officer would have a seat at the top table.
Unfortunately, this is still not the case in Australia although it is happening internationally...
http://www.afr.com/news/special-reports/future-now-series/marketing-needs-to-be-at-centre-of-strategic-planning-20171204-gzy1do/
Gartner made some interesting predictions about customer experience (CX) and the marketing technology associated with it in early 2017. The research firm suggested customer experience management would continue to top CEO, CMO and CIO agendas, calling it the “watchword of our age.” On the technology side, Gartner predicted CMO technology spending would exceed that of CIOs and that eventually, the CIO role will fall under the CMO organizationally.
https://www.cmswire.com/customer-experience/surveying-the-customer-experience-technology-landscape/
In many conferences in 2017, the buzz has all been around the customer experience, customer journeys or customer engagement. These topics come up in almost every presentation in a banking, hospitality, marketing or retail conference. However, there was little linkage between these “buzz” topics with loyalty nor branding. There is a correlation between the customer experience and how that impacts loyalty and an organisation’s brand. How does a brand inspire loyalty and how does the customer experience elevate a brand?
http://www.marketing-interactive.com/features/synchronizing-loyalty-customer-experience-and-branding/
As the year draws to a close, Return asks its senior team to reflect on 2017 and offer predictions for 2018. Topics raised include programmatic and shoppable video, voice search, and shifts in online search and targeting...
http://www.thedrum.com/opinion/2017/12/20/the-future-digital-marketing-predictions-2018/
So it’s 2018, and with the New Year come new objectives and new challenges. For many executives at least part of those objectives probably includes achieving a target NPS score. The target scores could, in theory, range anywhere from +100 to -100 (based on a calculation of top two-box minus bottom-seven box responses to the likelihood to recommend question). But, of course, it’s unlikely that a company could stay in business too long if it were continually being scored by customers at those extreme lows. No brand is loved by each and every one of its customers.
http://mailchi.mp/c918b443de9c/this-weeks-topic/
Dietz & Seidel recently published their 'CMOs at the Wheel e-book based on interviews from their 'Driving the Modern Marketing Organization' column.
Nadine Dietz and Erica Seidel not only have their fingers on the pulse of the modern marketing organization, they have an in-depth understanding of how CMOs are inspiring company cultures across the board.
https://martechtoday.com/cmos-wheel-authors-nadine-dietz-erican-seidel-modern-marketing-organization-208681/
