Technology budgets are converging across organisations and marketers are looking to become their organisation’s top technology influencers and spenders once again this year, if four Australian CMOs are any sign of the times.
Predictive analytics, the Internet of Things and machine learning are all being touted as top technologies that will improve engagement with customers, even if marketers can’t agree which to prioritise, a new international survey reports.
Marketers spend a lot of their time convincing people to buy their organisation’s products and services. But what if those same products and services were so well designed, they simply sold themselves?
No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.
CMO’s ongoing series of marketing leadership profiles has been a key part of our editorial offering this year. Singularly, they present some great insights into different industry sectors and approaches; yet combined, these profiles highlight both the diversity of talent locally and globally, as well as the similar challenges faced by CMOs as marketing undergoes its biggest transformation ever. Here, we round-up our top 10 CMO profiles for 2016.
As the year of customer experience, digital transformation, premium programmatic and ad viewability and addressability comes to a close, the team at CMO has pulled together a list of our most-read stories for 2016 to see what issues have really been keeping marketers awake at night.
Test and learn is so ingrained in Expedia’s culture, its brand marketing team leader describes her campaign activity as “science experiments”.
Poor understanding of the connected customer journey across all touchpoints and data utilisation woes means CMOs continue to struggle to deliver on the promise of omni-channel alignment across digital and physical worlds, a new report claims.
There’s a transformation going on at Carsales, and CMO, Kellie Cordner, is playing an instrumental role in ensuring it’s a customer-led one.
Marketing may have gained importance and influence in terms of business focus over recent years, but it hasn’t necessarily helped CMOs rise up the executive ranks.
Marketing leaders have to become technically adept, engineers of big data and own the end-to-end customer experience if they hope to keep up with the pace of disruption impacting every industry on the planet, GMC Software’s global chief claims.
IDG CMO Perspectives provides insight into the state of Marketing across industries from leading business executives. Clint Oram, Co-Founder and CMO of SugarCRM, sat down with Josh London, IDG’s CMO, to share his perspective on using content marketing to drive thoughtful dialog with customers and using intent data to inform business planning, among other topics.
The push to transform customer experiences through data-driven digital capability is empowering CMOs and giving the marketing function an increasingly important role to play in digital transformation, Microsoft’s Australian CMO and COO claims.
A strong cultural belief in brand, a commitment to simplifying consumer experiences, and innovative thinking are the fuel firing Taylor Wines’ category growth, its CMO claims.
Marketers must tackle the power, trust and skills gaps in their organisation by harnessing true leadership qualities if they hope to attain their rightful place as influential business executives.
It’s been seven years since Sean Ellis coined the term ‘growth hacking’ to describe a process by which early-stage companies could align themselves for fast customer and market growth. And the former marketer for Dropbox, LogMeIn and Eventbrite and now CEO of GrowthHackers.com, agrees its application is changing over time.
Former Telstra consumer marketing chief, Inese Kingsmill, has resurfaced as the new head of marketing and customer engagement for Virgin Australia.
Unlocking and surfacing inherent staff knowledge, building adaptability into teams, and putting more emphasis on customer retention are just some of the methods marketers from LinkedIn, Facebook and Google are adopting for digital marketing success.
A new executive-as-a-service consultancy is offering to provide part-time CMOs to smaller companies to help them with their go-to-market strategies.
Marketers wholly subscribing to a metrics-based, programmatic digital marketing approach could be risking brand growth through short-term thinking and optimisation overkill, The Hallway’s Jules Hall claims.
Finance, analytics and budgeting are among the top skills CMOs must cultivate in order to retain their positions as executive leaders of tomorrow, a new Oracle and ADMA report claims.