{"id":6549,"date":"2019-04-14T20:44:57","date_gmt":"2019-04-14T20:44:57","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=6549"},"modified":"2021-01-11T22:11:29","modified_gmt":"2021-01-11T22:11:29","slug":"the-five-main-challenges-facing-cmos-today","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2019\/04\/the-five-main-challenges-facing-cmos-today\/","title":{"rendered":"The Five Main Challenges Facing CMOs Today"},"content":{"rendered":"

From employee advocacy to peak data, let\u2019s<\/strong>\u00a0lay down the big challenges CMOs around the world are facing right now \u2013 and what they can do to improve their marketing in each area.<\/strong><\/p>\n

1. Understanding and embracing the power of employee advocacy<\/strong><\/p>\n

Empower your employees and they will power your brand.\u00a0In today\u2019s hyper-connected world, brands simply must embrace new ways of engaging with customers online, and your employees can help if you\u2019ll let them. If you\u2019re not looking for ways to involve your employees, then you are missing a huge opportunity.<\/p>\n

Your employees are the best way to humanize and personalize your brand\u2026 and truly the best way to scale relevant, contextual content creation<\/p>\n

Did you know that employee created content (ECC) receives eight times more engagement than content shared from the company itself? On top of that, employee content extends brand messaging by over 500%. Crazy, right? So why aren\u2019t more companies getting employees engaged in content creation? It\u2019s well known that companies with engaged employees outperform their peers; involving employees in content creation can help to create a sense of common purpose.<\/p>\n

2. Brand personality and connection<\/strong><\/p>\n

It\u2019s time to stop making excuses, and start bringing in-person social skills to the digital world. All of the positive benefits are out there waiting, and it\u2019s up to us to make the effort to realize them.<\/p>\n

3. Delivering a truly omni-channel, integrated experience<\/strong><\/p>\n

This requires you to connect the dots internally as well\u2014which means connecting your employees so they can collaboratively deliver that seamless experience. You can\u2019t be omni-channel to the outside, if you don\u2019t take down the silos and become omni-channel inside. We often hear a lot about omni-channel marketing from an external viewpoint, but I think it\u2019s also important to look at it from an internal perspective. Is your internal communication structure helping to build consistent company messaging and culture, or is there infighting about who handles what?<\/p>\n

Before an organization can have an effective omni-channel marketing strategy, it\u2019s important to examine the internal communication structure. I think the CMO should be heading this up, because brand messaging (whether internal or external) is really a marketing function, even though there are different departments that feed into it. However, very few companies have a CMO who has broad enough oversight of everything that\u2019s happening within a company regarding brand messaging. They\u2019re in charge of consumer messaging, but brand messaging also affects employees and vendors.<\/p>\n

4. Overabundance of data<\/strong><\/p>\n

CMOs need to always remember that data will only take you so far; it\u2019s judgment and instinct that will win the day. My advice is to make absolutely certain that your CMO and CIO have close ties, and learn to not only \u201cplay nice\u201d, but to do their best to understand the vital role they play as a team. The kind of communication required to deliver the ultimate customer experience needs to run across and run through both channels. For them to be successful requires an enterprise-wide cultural shift.<\/p>\n

5. Programmatic and digital spam<\/strong><\/p>\n

Brands are running headlong into brand equity destruction through incessant programmatic and digital spamming. The rise of retargeting and digital yield techniques is killing brands, and brand equity for the long-term. It makes me wonder how many brand managers, and more importantly CMOs, bother signing up for their own email distribution lists, or shop their brands from an anonymous browser to experience what their customers are being subjected to.\u00a0Customer experience is no longer simply about product, delivery, and service, but about how the customer experiences our marketing<\/a>.<\/p>\n

My hope is that as the new marketing world matures, building better customer relationships will become everyone\u2019s primary objective, from sales, to marketing, to customer service \u2014 even IT departments. If that\u2019s the true objective, then \u201ccustomer relationships\u201d truly has a chance to be the x-factor in achieving Return on Relationship and enhancing ROI for the long term.<\/p>\n

#RonR<\/a>\u00a0\u2026\u00a0#NoLetUp!<\/a><\/p>\n

Originally posted at TedRubin.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

From employee advocacy to peak data, let\u2019s\u00a0lay down the big challenges CMOs around the world are facing right now \u2013 and what they can do to improve their marketing in each area. 1. Understanding and embracing the power of employee advocacy Empower your employees and they will power your brand.\u00a0In today\u2019s hyper-connected world, brands simply … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":6550,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[217,1968,32],"class_list":["post-6549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-posts","category-tedrubin","tag-cmo","tag-data","tag-marketing"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6549","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=6549"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6549\/revisions"}],"predecessor-version":[{"id":6551,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6549\/revisions\/6551"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media\/6550"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=6549"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=6549"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=6549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}