Marketers must adapt

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

WARC, 3/18/11

NEW YORK: A “new breed” of marketer is required to meet the challenges of the globalised and digitally-connected world, possessing skills covering everything from strategy to robust measurement.

Industry body the CMO Council – boasting 6,000 members, from 110 countries and handling $200bn in spending a year – tracks the latest trends influencing communications professionals.

“Today’s cmo is someone who is measured by their ability to deliver results,” Donovan Neale-May, the CMO Council’s executive director, told the Financial Times.

“It’s not about the brand, it’s more about revenues and yield and value, and how you optimise those through technology, new organisational structures, and metrics.”

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