Monthly Archives: June 2017

Brand have to keep it real on social media

Consumers desire honesty from brands and they want answers to their questions in Internet time not on what’s best for their internal processes.  Brand personality, on social media, has to be unique, but above all brands need to be honest about their mistakes and engage consumers as individuals, not market segments. Continue reading

The end of online ads?

Both P&G and Unilever have pulled back on their digital spending, materially reducing their budgets as well as the number of sites they buy on.  Procter & Gamble and Unilever have both aggressively pushed for more transparency in the murky digital media landscape in recent years, even threatening to pull back on digital spending unless the system is cleaned up. And now, it seems like the world’s biggest advertisers are putting their money where their mouths are. Continue reading

80% of CEOs don’t trust their CMOs

A 2012 global survey by the Fournaise Marketing Group highlights the tensions between them: The results reveal that 80% of CEOs don’t trust or are unimpressed with their CMOs. (In comparison, just 10% of the same CEOs feel that way about their CFOs and CIOs.) CMOs also sense a serious problem. In our own surveys, 74% of them say they believe their jobs don’t allow them to maximize their impact on the business.  Why? Continue reading

Shifting Priorities Spark Organizational Change

Marketers’ tectonic shift toward customer experience is having a ripple effect on roles within the marketing department. Over the past 12–18 months, 61% of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy . Recent years have introduced a slew of new positions, ranging from “customer experience analyst” to “lifecycle marketing manager.”