Tag Archives: CMO Dilemma

The Marketing Technology Landscape

I’m not 100%  sure how to address the growing complexity of the marketing function, except to suggest that you take some time to re-evaluate and redefine what marketing is about. Consider layering in your technology mix along with your media and marketing mix. Then bring together a team of mobilists, technologists, data analysts and creative folks and you can get the ball rolling.

– Ted Morris, 4ScreensMedia

The CMO Dilemma continues: IBM’s 2011 Global CMO Study

IBM recently released “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study”.

The executive summary is here. To obtain the full text, go to:  http://www935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html .

The most compelling finding is the first: CMO Underpreparedness. Thematically, it fits a number of opinions expressed in the 4ScreensMedia online journal. Data, devices and social/digital media are three of the most challenging areas for a CMO to understand and leverage. This triad, if you will, is characterised by exponential growth, the shortest of product lifecycles and the problematic aspect of measurement.

 

I highly recommend you read the report especially as a marketing professional. Getting a perspective on what’s on the mind of the global CMO is extremely valuable when it comes from a large and respected firm such as IBM.

As much as technologists are shedding light on the marketing function, marketers ought to be doing some listening of their own and thinking like ‘marketing technologists’.

– Ted Morris, 4ScreensMedia

Seeing Through the Cloud of New Media Choices

A Cloud By Any Other Name Is Still A Cloud: Outcomes are only clear once out of the cloud.

I recently had the good fortune to write an article on behalf of the Association of Canadian Advertisers – ACA. My intent was to provide a fly-over of the complexities of the current media environment and the effect of Social Media as an additive element to what the Boston Consulting Group – BCG refers to as the “CMO Dilemma”   in managing the overall media mix within a Galaxy of Media Choices. To emphasize – this is not a matter of choosing one communications medium over another, nor is this advocacy for Social Media. It’s about making the best choices in the determining the optimal media mix for a product category, brand or creative concept.

The ACA’s membership is advertisers. Numbering some 100+,  all are household names such as Clorox, MacDonald’s Restaurants, Coca-Cola Ltd, Hasbro, Visa, Kraft and Nokia. One aspect of the ACA’s mission is to ensure that their membership “…maximizes their investments in all forms of marketing communications”. The italics is mine, if only to underscore the tremendous challenges that face the CMO in seeing through the cloud of new media choices and effectively managing media mix resources. It’s easy to theorize and point out media success stories, it’s another thing to roll your sleeves up and do the heavy lifting.

Here is the full text of the article:

http://www.acaweb.ca/en/social-media-seeing-through-the-cloud-of-new-media-choices/

En francais: Les médias sociaux : comment s’y retrouver dans ce nuage de choix?

http://www.acaweb.ca/fr/les-medias-sociaux-comment-s%e2%80%99y-retrouver-dans-ce-nuage-de-choix/#more-3875

– Ted Morris, 4ScreensMedia