By Featured Guest Writer: Jonathan McGrew
Earlier this month a headline caught my attention as it flew by on my twitter feed—yes, it is possible to get relevant information via social media. The headline: Behind Closed Doors: CMOs planning to Accelerate Growth for 2011. Of course, this caught my eye because when it comes to the idea of Precision Marketing, the C-suite—specifically Chief Marketing Officers (CMOs)—are one of the people that are need to promote and institute change to standard marketing practices. By change, I am referring to the move to relevant and data-driven communication tactics that will engage the target audience; the alternative is for them to just opt out (see the TPL recent featured article on data and opt-outs). You can see where I am going here….CMOs want to drive growth, so I wanted to know how they were going to do it. Did that include the ideas of Precision Marketing? Let’s see what Jeremiah Owyang, Web Strategy, has to say.
The highlights of Owyang’s post from earlier this month are basically this:
- A shift from planning to growth
- CMOs struggle with positioning challenges
- Consumers are eluding marketers
- Social media needs to be integrated into marketing tactics, not just a one off
- Some CMOs are looking to move to the CEO position
Owyang’s assessment from the recent Forbes exclusive CMO summit seems to fall right in-line with what we have been saying here at TransPromo-live. It is encouraging to see the C-Suite recognizing that consumers are eluding them and that social media isn’t the miracle cure for failing marketing tactics. It is also positive to see the switch from planning to growth—or at least the intention to move in that direction. So what does all this mean? From my perspective, I hope it means that we will see more CMOs engage experts in Precision Marketing and move toward more relevant and effective messages. If people see value in the messages they are receiving, they are likely to allow you to build a relationship with them—and that might just lead to the return of consumer brand loyalty…not to mention B2B loyalty.