Without the buy-in and support of the CEO, marketers aee in danger of being sidelined. Here, we look at how marketing leaders can win the trust of their chief executive
They are two of the most important functions within any business, but it seems that for many organisations, the gulf between executive management and marketing remains as wide as it has ever been.
The 2013 Marketing Performance Management Survey released by Forrester, ITSMA and VisionEdge found less than 10 per cent of top executives relied on marketing input when making significant business decisions or setting strategy. This means there is still plenty of work for marketers to do if they want to win the respect of fellow senior executives.
Head of digital and marketing at information management consultancy InfoReady, James Forbes, says he has heard two clients refer to marketing as the ‘colouring-in department’ in recent weeks.
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A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.
Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.
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That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
