CMO Perspectives (14th Nov, 2014)

Two forces – big data and the proliferation of digital marketing channels – are transforming the role of the CMO. That is the theme of this week’s CMO Perspectives. Big data, especially combined with mobile devices, means that you can make personalized offers to customers at the right place and the right time.

Meanwhile, social media marketing offers enormous opportunities – but not without risks. If consumers are happy with their experience, they will spread the word, but they are even more likely to share when they had a bad experience.  Even worse, there are Internet trolls out there who will attempt to damage your reputation for no clear reason. One of the articles in this collection addresses this common problem of the digital age.

We hope you enjoy these articles. Let us know your thoughts by commenting below, or reach out on Twitter: @NICE_Enterprise.

The CMO is Changing – Are You? []

The CMO’s role is expanding, according to Forrester Research Vice President and Principal Analyst Sheryl Pattek. Tomorrow’s CMOs will need to master analytics, technology, and innovation she says.

According to Pattek, CMOs are facing an exploding world of marketing channels and customers whose attention span is about 8 seconds — meaning CMOs have 8 seconds or less to engage potential customers before they turn their attention elsewhere.

CMOs are responding to their expanding roles by taking control even as their worlds seem less controllable. They are doing so in a number of ways: linking marketing to business results, tackling broader organizational roles, building influence among the C-suite, and using technology and data to enhance customer engagement.

Data-Driven Marketing Drives Customer Advocacy []

The author, Vala Afshar, argues that marketing departments are poised to be ripped apart and reshaped by two trends: big data and the fact that customers are increasingly interacting with companies through digital channels.

Against this backdrop, Afshar interviews Tobias Lee, CMO for the Tax & Accounting division of Thomson Reuters, whose marketing team, Afshar believes, is at the forefront of adapting to these changes.

Lee says he achieves better engagement by letting several different teams package and repackage a piece of content rather than just having one person author the whole thing.  He makes sure to deliver his content on the right channels at the right time.  Lee also harnesses the data he collects to show how marketing is having a tangible impact on business outcomes. He has required some of his marketers to work on commission, as if they were salespeople.

If you want to understand the changing ecosystem of today’s CMO, there is no better place to start than with this interview.

Mobile’s Untapped Value Is In Contextual Data []

Because your mobile device follows you wherever you go, mobile interactions are a powerful catalyst for contextual marketing, writes Thomas Husson, a VP and analyst at Forrester.

What does this mean? Increasingly, mobile and wearable devices are transmitting data about you into the cloud, including your GPS location, how fast you’re going, your heart rate, etc. Combined with other data that marketers have in their possession, like your age and gender, there is a unique opportunity to target you with personalized offers as you go about your day. For instance, a company may know from your speed and heart rate that you’re jogging. Why not send you a coupon for a refreshing sports drink at the convenience store a half-mile down the road?

According to Husson, the majority of marketers are not doing this and not yet ready to exploit the convergence between mobile and big data. This is a missed opportunity, he says, because harnessing and extracting actionable insights from this unprecedented wealth of customer data will enable marketers to serve customers in their mobile moments on a channel where they will increasingly spend the majority of their digital time.​

How to Deal With the Customer Who Isn't Right []

Author Sandi Krakowski talks about a challenge that isn’t frequently discussed in digital marketing: the customer who is not only wrong, but who trolls the Internet trying to harass, devalue and discredit your brand simply because they are having a bad day (or are possibly psychotic).

If these customers were in a physical store, Krakowski says, they would have been escorted out by police long ago. But how do you deal with them online? Is the customer always right, even when they are actively trying to harm you?

Krakowski offers the following advice: Keep communications stoic, sparse and smile. Write emails the size of a tweet. Sometimes it is even best not to react. These types of customers live for reactions, she says. Most importantly, she says, keep your focus on the ball, serve them well and don't get distracted.

We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.

Are there any other marketing topics that interest you? Tweet us, or comment below to let us know!

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