In this week’s CMO Perspectives it is painfully apparent that the need to understand and embrace technology, analytics and big data will lead the charge between what makes a successful CMO and the ones left behind; We feature Avi Dan for Forbes on why many CMOs will fail in the era of Big Data. Jennifer Lonoff Schiff [CIO.com] lists 3 of 7 attributes of successful CMOs relating to big data and technology; While our Tweet of the Week is from @MargaretMolloy tweeting about the #CMOclubsummit, with a great Jon Landau quote, “Technology doesn’t make bad content good.” Wherever you are on the technical spectrum, it is becoming clearer and clearer that technology will maketh the successful CMO. Enjoy!
There is a lot of hype and analysis around big data and the benefits to your marketing team. But Avi Dan has a rather conservative piece on why he thinks many CMOs will fail in the era of big data. While we are not sure we agree with the entire sentiment of his piece, he makes a good point when he says, “While I definitely believe that Big Data can help marketers make better decisions, it is not the Holy Grail. Data alone is meaningless. I don’t think it’s a case of data or intuition. Big data, or more specifically analytics, is simply a tool that we can use to help us make decisions. Supplemented by intuition it can be gold dust, applied without, it will misfire.” Check out our
big data analytics technology solutions which are there to help make sure you aren’t one of those failing CMOs.
While Avi Dan above is sceptical about the ability of most CMOs to use and understand big data, Jennifer Lonoff Schiff for CIO.com lists three attributes that relate to data in her list of 7 attributes of a successful CMO in the digital age. They are:
- Being tech savvy
- Having a customer-centric focus
- Ability to be analytical and to interpret analytics
- The ability to translate data into English
- An openness to new ideas and channels
- Possessing business insight
- The ability to work with sales and IT
A quick look at the most popular Instagram or YouTube accounts (barring those owned by big media houses/publications), whether its lifestyle or technology, the accounts that generate the greatest engagement tend to lean heavily on the personal side. Now, asks Michael Georgiou, assess your own presence on social media. Audit the content you have created thus far. Is it all very crisp, business-like? Do you put a lot of stock into research and shy away from the thought of creating content based on something other than numbers or hard facts? If you answered yes, then it’s time to consider the role of emotions in creative and compelling content, and this great piece by Georgiou on the popular Andysowards blog, will tell you how to get emotional.
The first sub-headline in this piece is, “Where Insights and Outreach Come Together to Grow the Bottom Line.” Shame really because this is a much better title for this piece than the one used by Liz Alton. Yes, we get there is a business case for building real relationships with customers, but it is the meeting of insights and using them in the way you outreach to your customers that will ensure your success at building a real relationship. Unfortunately according to this piece, a report from DemandMetric suggests that just 20 percent of marketers are actively marketing to customers throughout the customer lifecycle. Imagine if the person you were dating stopped making an effort half way through your relationship, not exactly a recipe for success is it?
Much has been said about the fact that CMOs will soon spend more than CIOs on technology. In fact back in 2012 Laura McLellan of Gartner fame made this exact prediction and more recently Gartner analyst Jake Sorofman backed it up by saying it is about to become true. In this interesting piece, Abe Selig, Director of Digital Marketing for Rackspace says yes it is true, and he sits down with Kyle Metcalf, general manager of the digital marketing practice at Rackspace, and to ask him how he’s seen this change occur from the front line. Metcalf says when asked if he agrees that the shift is taking place, “I do and I believed it when the prediction was made in 2012. It was a bold statement then, and it got a lot of people’s attention, but in the Rackspace digital business, we focus on applications that marketers utilize to take their brands online, so I had a front row seat.” Did we say interesting?
TWEET OF THE WEEK:
This week’s Tweet of the Week comes to you from @MargaretMolloy tweeting about the #CMOclubsummit. Hands up if you were there? This is a great Jon Landau quote, “Technology doesn’t make bad content good.”
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