Four key ways a brand can set up an army of employee advocates

It’s important for businesses to tap into the power of their people – and how they possess a deeper understanding of customer needs – as well as the type of digital comms they want to interact with.

Empowering staff can transform a firm’s online presence and ROI too, because customers often trust those they know over an organisation’s marketing messages. 

CMO evolution: Understanding the need for change but fearing not keeping up

CMOs have a problem. Their role is changing, from exploring customer engagement and adding to the sales pipeline, to one of more consistent growth. Yet a new report warns that a potential recession has led to an overall negative feeling among marketing chiefs.

Chief Outsiders polled more than 50 of its CMO consultants – executives with senior experience at Fortune 500 level now working at mid-sized organisations – last...

By James Bourne, 09 March 2020, 0 comments. Categories: Advertising, Best Practice, CMO, Data-driven marketing, Ethical Marketing.

Advanced messaging is on its way: Why brands should be excited

It’s been over 25 years since the first text message was sent, but mobile users’ love affair with messaging shows no sign of slowing down. Since the mid-2000s, WhatsApp, iMessage, Facebook Messenger, Instagram, Twitter and many others have transformed person-to-person (P2P) messaging.

The estimated numbers are staggering. Tim Cook said in 2014 that Apple handled 40 billion iMessage notifications daily. WhatsApp users sent an average of 65 billion messages per day in 2018.

By Mary Clark, 28 February 2020, 0 comments. Categories: Branding, CMO, Content Marketing, Customer Experience, Social Media Marketing.

Sisca Margaretta, CMO, Experian APAC: On increasing customer expectation – for insight and privacy

“I’ve always believed that anything fuelled by data, whether you’re trying to win an argument over dinner or building a business case to invest in marketing, means you have a lot more grounds to stand on.”

Sisca Margaretta, chief marketing officer of Experian Asia Pacific (APAC), speaks from experience on this. While it was already a maxim of hers before joining the company, the numbers Experian crunch...

By James Bourne, 19 February 2020, 0 comments. Categories: Advertising, CMO, Customer Experience, Data-driven marketing, Web Analytics.

The CMO’s blurred lines: Power without influence means innovation is needed to secure value

The CMO’s role continues to adapt and evolve. While crafting a compelling story out of a brand’s narrative remains the goal, the method has changed, from creative to numbers-focused. This changing focus has long been the fulcrum on which the value the CMO brings to the leadership team, as well as the wider value of marketing to the business as a whole.

A new report from The CMO Club, alongside Deloitte, has...

By James Bourne, 04 February 2020, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

How to deliver the experiences the CMO craves – through the systems the CIO needs

The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending

By Laurence Parkes, 08 January 2020, 0 comments. Categories: Advertising Technology, Attribution, CMO, Data-driven marketing.

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from

How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.

At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...

By Kristin Hambelton, 12 December 2019, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

Gartner finds UK marketing budgets are on the slide – but optimism for the future

Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.

The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas,...

By James Bourne, 25 November 2019, 0 comments. Categories: Advertising Technology, Campaigns, CMO.

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.