CMOs Biggest Challenge
The biggest challenge for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online. That’s not just me saying that, a recent CMO survey by Accenture reported that. They surveyed over 400 senior marketing officers in 10 countries and found that 7 in 10 CMOs expect the marketing function to change fundamentally in the next 5 years.
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Consumers and the media they use have changed dramatically in the last 10 years. It would “marketing malpractice” to not have open conversations with your channel about the pros and cons of different options. Realize that dealers will have many questions about new media terms and approaches. They’re looking to you and your team as a trusted resource.
Any new media or idea must provide advantages to all parties in the ecosystem where it lives, or else it won’t be adopted. We saw this in the late 1990’s with digital print. Printers didn’t want to decrease the volume on their offset presses. Agencies said it was more difficult to create variable campaigns. Clients looked at cost per page which was higher early on. It wasn’t until each player in the ecosystem saw a benefit that it began to take off.