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A Marketing Department Data Uproar Like Never Before

January 8th, 2013

Information Management/MediaPost

January 8, 2013 – Chief marketing officers are entering unknown territory with demands on their customer data and the makeup of their departments in 2013, according to a new market review by IDC. On Tuesday, a pair of analysts laid out their expectations for enterprise marketing in a presentation entitled “2013 Chief Marketing Officer Predictions: Today’s CMO Becomes Master of Data.”

Rich Vancil, group VP of IDC’s Executive Advisory Strategies division, said that during his decade at IDC and 30 years involved in enterprise marketing, “without exaggeration, I’ve seen more change in the CMO suite in the last year than perhaps the last 30 years combined.” Vancil expects more “rapid change” in the year ahead, particularly in the organizational dynamics surrounding the roles of marketing officers and departments.

With data comes expectations of capabilities to make business sense out of 1s and 0s, says Kathleen Schaub, a research VP at IDC and part of the CMO advisory team on the call Tuesday. In 2013, IDC anticipates that half of new marketing hires will come with a technical background.

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Categories: Advertising & Marketing News, Tech Business & Marketing News | Tags: , , , , , , , , , , , , , ,

Top 13 Social Business Trends in 2013!

January 2nd, 2013

#ibmsocialbiz #socbiz

These are my top 13 trends for 2013 around Social Business!

1.  Meet the new C Suite!   Full of T shapped Skills!

Social and social tools means that CMOs need to know more about Technology, and that CIOs need to understand more about how to engage clients, and marketing.    With CEOs, according to IBM’s CEO Study, understanding that social will be the #1 way to engage clients by 2015, it is imperative that both roles learn more about the broader equation.

2.  Social is more than Technology — it is like a Diet.  It is a life style change!

Social changes the way that employees work.  It changes the way that clients interact with you!  At Aberdeen’s 2012 Chief Service Officer (CSO) Summit, 85% of attending business leaders stated that their organization was placing an increased importance on customer service.  Social is the preferred way that clients want to get your help!  Are you ready?  So you have a social client service model?

3. No longer B2B, or B2C.  It is now P2P.  2013 is the year of People to People.

Corporations are people.   But they don’t act like it on social sites like Twitter and Facebook sometimes.   Since people want to do business with people, not businesses.  2013 is the year to focus on relationships — not fly by social!  Social networks and mobile devices put brands in front of customers and employees at all times—and give them the power to impact them at warp speed and interface with people!

http://bit.ly/Vxpn8u

Categories: Social Media Blog | Tags: , , , , , , , , , , , , , , , , ,

Reinventing the CMO

August 6th, 2012

ClickZ

The marketer’s rise into the C-suite has been an uphill climb. Over the past decade or two, the role of “Chief Marketing Officer” in senior management has been hindered by persistent questions about the value of marketing and how to better manage the investments.

It’s no surprise then that in a recent report, 80 percent of CEOs say they’re not satisfied with the work done by marketers – while in comparison, 90 percent of the CEOs value and trust the work of CFOs and CIOs. More specifically, CEOs have serious concerns about the ability of CMOs to measure and drive return on investment (ROI) of marketing programs. And CMOs acknowledge the problem, with 57 percent reporting that they don’t base their marketing budgets on any ROI analysis. Is it any wonder that the average tenure of a CMO has dropped to an all-time low average of 12 months?

But there is hope. The path to CMO redemption is grabbing hold of a data-driven, ROI strategy.

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Categories: Advertising & Marketing Blog, Advertising & Marketing Research | Tags: , , , , , , , , , , , , ,

A Push Toward Social Media ROI

February 21st, 2012

MediaPost 

As social media budgets continue to rise, demands from the C-suite to prove the value of these investments are intensifying. Executives do intuitively understand that direct consumer relationships are valuable, and they are patiently, albeit eagerly, awaiting the ability of their marketing departments and agencies to correlate the economic impact of ongoing social media investments.

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Categories: Social Media Blog | Tags: , , , , , , , ,

How to Measure Social Media – and Show Results to the C-Suite

January 4th, 2012

ClickZ 

When social strategists and brand marketers launch a social media campaign, metrics are often overlooked during the planning phase. I’ve seen this on both sides, from an agency perspective and a brand perspective. And often, this oversight is due to loaded questions such as: What metrics and key performance indicators (KPIs) should we track, why, and how does this affect the bottom line? These are all reasonable questions that often go unanswered when tracking social media campaigns and measuring the “bottom line.”

Categories: Social Media Blog, Social Media News | Tags: , , , , , , , , ,

IDG Enterprise Launches CFOworld.com

February 1st, 2011

Marketwire, 2/1/11

FRAMINGHAM, MA – February, 1, 2011 – IDG Enterprise — the media company comprising CIO, CIO Executive Council, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World — announces the launch of CFOworld.com, a new site for financial and business executives. CFOworld.com provides actionable advice and first-hand peer experience on finance, strategy and leadership.

With this launch, IDG Enterprise is expanding its reach within the C-suite, following the same content model of providing practical advice that has been well received and respected by the audiences of CFOworld’s global sister brands CIO and CSO. This will be the sixth country that CFOworld is published in since its launch in Germany in October 2009. CFOworld is currently published in Germany, Sweden, Australia, Czech Republic and United Kingdom. Editorial direction will be provided by John Gallant, SVP, chief content officer of IDG Enterprise, and Roy Harris, editorial director of CFOworld.com.

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Categories: Advertising & Marketing News | Tags: , , , , , , , , , , ,