Consumers want to feel they're part of something that makes the world a better place. Marketers who fail to realign their thinking and behavior in the pursuit of meaning will be quickly overtaken by those who do.
During the past six to nine months, we've seen a next-generation marketer begin to emerge. Looking at the most recent CMO moves, we can extrapolate some of the ways the role is evolving in the marketplace--particularly at organizations where the emphasis is shifting toward customer insight and relationship building.
Multichannel marketers are harnessing the power of marketing resource and marketing assessment management tools to organize and make sense of their vast stores of complex, interrelated data.
Prudent leaders prepare for calamity. Whether the crisis is self-created (like BP's) or a swipe from the blind side (like hair fashion's effect on Brylcreem), recovery can be elusive.
Are you keeping up with the online tactics your peers are planning and deploying to grow their business? The fifth annual Adobe Scene7 survey identifies where businesses worldwide are putting their digital marketing dollars and which tactics are working for them.
In recent years, consumers have become empowered to create their own content about our brands and share it throughout their networks and beyond. As a result, "in addition to 'consumer impressions,' we are increasingly tracking 'consumer expressions," writes Coca-Cola EVP and CMO Joe Tripodi.
Has the golden age of brand marketing communications finally met its match? To earn the public's trust, it's crucial that marketers provide transparency and truth regarding the motivating factors of online marketing and social media campaigns, who's running the show, and what information is being collected.
Today's social shopper, in all of her forms (consumer, buyer, user, loyal customer), is telling business she's through with top-down marketing relationships. And the marketer is no longer master of mass consumption. As a result of this seismic shift in influence, marketers are just now learning what management scholars have known about motivation for decades.
How far can healthcare practitioners go to promote their services while still respecting regulation--and ethics? The answer doesn't come easy, and it's one that continues to evolve as marketers test different best practices and strategies.
The purpose of marketing is to attract people who need your products and/or services. Marketers are great at identifying opportunities, creating strategies, and measuring results. The purpose of customer service is to deliver on the promise, matching products or services to needs, resolving issues, and making customers feel like they are the most important people in the world.
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If you were to say to a customer, "Draw me a picture of Brand X. Imagine Brand X comes to life and is able to think and speak." It's amazing what consumers draw, even the ones who are self-conscious about their art skills. The results from these "psychological drawings" can spur new thinking about strategy.
Sure, EA wants to sell advertising, but Dave Madden understands the 2005 concept of shoe-horning some miserable retailer's logo into a mall-shoot-out scene is not the way forward. In fact, new head-honcho at EA's grandly named Global Marketing Solutions Group has a vision that sounds a lot like good sense.
The true commercial power of augmented reality lies in its ability to let consumers virtually hold and interact with products that are fully and accurately modelled in the virtual world.
Search has always been an attractive way to reach people the consumer right as they're looking to buy, or at least researching a purchase. That's why search will always be important, even if consumers become less dependent on it for more online activities and information discovery.
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