Content, data and integration should top list for CMOs

IDC CMO analyst Richard Vancil tells marketers at a special briefing to embrace systems-based marketing, content marketing and data-driven capabilities

CMOs must start embracing a systems-based marketing approach and invest in content and data excellence if they’re to transform their organisations to meet the buying cycle of today’s customer, IDC’s lead CMO analyst claims.

Speaking at a briefing for technology marketers at the analyst firm’s Sydney offices, IDC group vice-president of the Executive Advisory Group, Richard Vancil, outlined three marketing imperatives for marketing chiefs to consider in 2014 as a way of improving operational efficiency, communicating with customers, and helping their organisations transform into digitally-oriented businesses.

The first is to embark on a cultural transformation towards ‘systems-thinking’ marketing. The way to achieve this is to stop thinking of marketing teams and channels in siloes, and instead as intersecting circles, he said.

“Almost every organisation we talk to is trying to transform, and they’re facing big challenges because it is extremely difficult,” Vancil said. “If CMOs are going to further break down the barriers and transform their organisations, they need to think less about siloes and more about systems-thinking marketing.”

As an example, Vancil pointed out product, field and corporate marketing teams have traditionally operated in siloes, leading to independent and cluttered messaging. He advised marketers to avoid product marketing teams providing direct messaging to the field or sales team and embrace a consistent flow of information, assets and content involving all three parts of the marketing function.

“The ideal supply chain is to have product lines send information to a campaign management function, then to the sales enablement function within marketing, then have content provisioned to the field,” Vancil said. This approach will also help marketing cut down on producing ‘too much stuff’ for sales teams to use and reduce costs, he said.

Marketers also continue to operate a silo/single channel approach across digital areas such as social media, advertising, Web, search and email, relying on unique databases and unique content for each. These should be united into one customer marketing database, and a content pool that can be drawn down channel by channel, he said.

As a second imperative for CMOs, Vancil stressed the importance of building stronger content marketing competencies. Ninety-six per cent of Australian marketers are currently using content marketing tactics, allocating 25 per cent on average of their total marketing budget, yet around two-thirds are still not happy with their effectiveness.

7 CMOs share their content marketing dos and don’ts
Adopting the right content marketing principles
Liquid storytelling earns Coca-Cola praise
Why your B2B content marketing strategy isn’t working

Vancil’s third imperative for CMOs is to design and execute a 12-18 months roadmap for data-driven marketing. “Nothing can change without marketing automation excellence,” he said.

According to IDC’s latest US annual benchmarking survey of marketers across IT vendor client companies, 35 per cent of respondents predict marketing automation will be one of the top three areas of program spend in the next three years. Marketing automation took up 3 per cent of the discretionary dollars available in the marketing function in 2012 and leapt by 31 per cent to 3.9 per cent this year.

Marketing IT budgets will also increase for 57 per cent of those surveyed, led by services spending, IDC’s research found.

More exclusive content from the IDG CMO advisory team on CMO:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in