Why CMOs Need to Experiment

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


When it comes to digital marketing from a brand perspective, Steven Cook knows his stuff. With top marketing positions at top brands like Samsung, Procter & Gamble and Coca-Cola, Cook has seen it all. The 30-year global brand marketer and current CMO of live-music tech firm Fankix.com spoke to Digiday about why the number of Facebook fans doesn’t make the brand, why brands need to experiment, and why the hunt for social media ROI is beside the point.
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