Tracking Consumer Behavior to Gain Competitive Advantage
Building a customer first strategy
You have to start with your customer, not with the channels. Who exactly are you targeting? Where do they go for information at the various stages of the buying process? Who do they listen to? What messages resonate at each stage? Then, based on this, you have to prioritize your marketing mix and go to market.
Initiatives for digital marketing programs
To organize for digital marketing programs, they will need to:
1. cover a more sophisticated analytical capability than ever before
2. drive high volumes of high quality content
3. manage a sophisticated and integrated marketing technology stack
4. Manage owned, earned, and paid media platforms
5. Manage many types of influencers including analysts, press, bloggers, etc.
Data integration for optimal marketing triggers
The biggest trends are using data to optimize marketing investments, target the right customers, track customers on their buying journey, and initiate the optimal marketing triggers. This requires enterprises to integrate their 1st, 2nd, and 3rd party data with unstructured web/social data to gain insights to drive these activities.
Secondly, marketing technology has evolved enough that marketing can address an increasing percentage of the customer’s buying journey before a buyer needs to go to sales. This is great for sales productivity and creates a better experience for the customer. Companies that figure this out fastest will have a strong competitive advantage.
Global scalability challenges stalling best practices sharing
The number one technology issue that keeps me awake at night is the lack of global scalability in today’s marketing technology. It is challenging and expensive to maintain multiple global instances of marketing technology stacks around the world and it severely hampers the ability to share best practices around the world.
Multifaceted role of a CMO
CMOs need an increasingly diverse set of skills that combine left brain analytical thinking with right brain creativity! They need to be at once a sophisticated analytical expert, data scientist, and tech expert and also be incredibly creative and communicate well.
Aisle Rocket Studios: Data-Driven, Brand-Centric Marketing Ecosystems
How to Select the Right Marketing Technology Platforms for Your Business Needs
By James Seevers, CIO & GM, Toyoda Gosei
By Bill Krivoshik, SVP & CIO, Time Warner Inc.
By Gregory Morrison, SVP & CIO, Cox Enterprises
By Alberto Ruocco, CIO, American Electric Power
By Bruce. D. Smith, SVP & CIO, Information Systems, Advocate...
By Adrian Mebane, VP-Global Ethics & Compliance, The Hershey...
By Graham Welch, Director-Cisco Security, Cisco
By Michael Watkins, Senior Product Director, Global Knowledge
By Bernd Schlotter, President of Services, Unify
By Patrick Hale, CIO, VITAS Healthcare
By Steve Bein, VP-GIS, Michael Baker International
By Jason Alan Snyder, CTO, Momentum Worldwide
By Mike Morris, CIO, Legends
By Louis Carr, Jr., CIO, Clark County
By Bill Dow, SVP and General Manager of Business Solutions,...
By Jim Whitehurst, CEO, Red Hat
By Darren Cockrel, CIO, Coyote Logistics, a UPS Company...
By Nathan Johnson, SVP and CIO, Werner Enterprises [NASDAQ:...
By David Tamayo, CIO, DCS Corporation
By Neil Hampshire, CIO, ModusLink Global Solutions, Inc....