The CMO Technology Conundrum And How To Solve It

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The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” —Bill Gates

Given the vast array of technology, data points, channels, and tactics available, new technology and marketing automation has stepped in to help CMOs bring all their activities together and support the delivery of the ultimate customer experience. But has it really helped so far? Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently?

The above is an excerpt from a recently-released guide the Oracle Marketing Cloud created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. The guide, which I co-authored, contains results of a survey of over 100 marketing leaders plus the five key solutions we identified to help CMOs and marketing leaders tackle the challenge of providing a seamless customer experience across all marketing channels via the use of technology – the right technology that is.

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Some Lessons From Jerry Rice For All Marketers

This past January, not long before Super Bowl XLVIII, I published an article entitled What A CMO Can Learn From A Super Bowl Winning Quarterback. In that article I shared some of the many things a CMO, or anyone in marketing quite frankly, can learn from a certain Super Bowl winning QB.

The QB in question just happened to be one half of the greatest quarterback/wide receiver combinations in the history of the National Football League, in my not-so-humble opinion.

I am referring of course to Joe Montana, he of the four Super Bowl rings. Yes, that Joe Montana.

As I wrote back then, there is a tremendous amount of similarity between the sports world and the world of marketing and advertising. There are many lessons that crossover between the two worlds for sure. … Read more

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When It Comes To Marketing And Advertising Not Just Any Visual Will Do

Back in April of this year, I wrote a piece entitled A View To A Thrill: Why Marketers Need To Get Visual, Fast. The article essentially served as a not-to-gentle reminder (at least that was its intent) to those in marketing and advertising of the power of the visual when it comes to reaching and engaging consumers.

What I wrote then is surely true today.

The power of visuals in marketing and advertising is not the future, it is the present.  Ok technically it’s the present AND the future but my point is this is not something that’s coming down the road nor is it a trend or a fad for that matter. Consumers want and quite frankly, expect to see some kind of visual aid, if you will, when it comes to marketing and advertising. These visual aids resonate and connect with consumers and spur them to take action.

However, based on new research it may not be just any old picture or image that will do when it comes to fully engaging and resonating and in turn prompting a consumer to take action AKA spend their money on your product, service or ware. … Read more

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Social Media And Branding: A One On One With A Harvard Business Professor

As we approach the end of another March Madness — and as a mega sports fan it’s truly one of the most wonderful times of the year, I figured it was appropriate to infuse a hoops-theme in the title of this article, as it were.

And while I’m not sure of my guest’s basketball prowess, if his hoop skills are anything like his knowledge of social media and branding, I may be in trouble if indeed we do ever go one-on-one. His name is Mikołaj Jan Piskorski, his friends call him Misiek and he is a Harvard Business School professor and author of the book A Social Strategy: How We Profit from Social Media. … Read more

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In Brands We Trust – Why Brands Must Treat Trust Like Gold

Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.

The word is trust.

Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too. … Read more

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Why CMOs Need To Remember They Are Consumers, Too

Note: While this article is written directly toward CMOs, make no mistake about it, CEOs should heed this advice, too.

The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring to the bottom line; and that they need to care about things that go way beyond a marketing plan.

In other words they need to remember they are people, too, just like the person on the other end of that cash register, email, Facebook post, advertisement and on and on and on. … Read more

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Why Music Plays A Big Role When It Comes To Branding

I know, far it be for me to write an article which brings together music and branding. I kid of course for by now you surely know of my love affair with the concept of marrying and meshing the worlds of advertising, marketing and branding with that of pop culture – in this case, music specifically.

Not long ago I read a quote attributed to pop singer Adele in which she says “I don’t make music for eyes. I make music for ears.”

Coming from an artist that makes perfect sense of course.

However, in our world of marketing and advertising — especially in today’s highly visual world where Pinterest, Instagram and other image-based platforms are becoming more popular with each passing day — the need is paramount for the right music to be married to the right brand. … Read more

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Are Super Bowl Commercials Worth The Cost For A Brand?

I could literally just write that title then leave the rest of this article blank and let everyone chime in and fend for themselves as to where they fall in this debate. This epic debate, which it has become as the cost associated with advertising during the Super Bowl has escalated to super heights, if you will.

Those in the marketing and advertising space surely have opinions, and more than likely strong ones at that as to the merits and benefits of spending gobs of money for 30 seconds of air time.

A few days ago in Forbes, Rob Siltanen, founder and chief creative officer of Siltanen & Partners, a Los Angeles-based advertising agency, in his article entitled Yes, A Super Bowl Ad Really Is Worth $4 Million, stated categorically that he believes “the Super Bowl to be one of the smartest investments a company can possibly make. In fact, the Super Bowl makes more sense today than ever before.” … Read more

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The Nine Letter Word Every Marketer Needs To Remember At All Times

On December 16th of last year I posted a collection of predictions for the coming year from and for the marketing and advertising world. The fearless forecasters I gathered together shared their insights into what they think lies ahead in the coming year and they did so with a twist. They were asked to not only provide a prognostication but to do so with a pop culture reference attached to it.

It turned out to be a lot of fun and I highly recommend you read it. Not because I wrote it. On the contrary, I recommend you read it for it provides a collection of wisdom from the best and brightest minds today, all in one place.number 9

Now the reason I preface my article with all this is due to the fact that my prediction then ties in precisely what I want to talk about today. My foretelling spoke of the need to go back to the beginning, as Inigo Montoya (my pop culture reference) stated so eloquently in the film The Princess Bride. … Read more

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