The Impact of Digital on Growth Strategies for CMOs - MaryLee Sachs

In the last quarter of 2011 I worked with TNS on a project to generate a quotvoice of the CMOquot report providing qualitative feedback from CMOs to the key themes from TNS39 annual Digital Life Study The Study itself is a robust quantitative piece of work based on conversations with over 72000 people in 60 countries amp8211 it is the most comprehensive view of consumer attitudes and behavior online on a global and local levelThe 13 CMOs who participated in the interviews were remarkably aligned on several aspects amp8211 despite the fact that they came from a mixture of B2C B2B and both B2CB2B brands and a variety of business sizes And the report amp8211 quotThe Impact of Digital on Growth Strategies amp8211 CMO Imperativesquot amp8211 was just released by TNSFor me one of the key insights emerging was a new set of brandbuilding prioritiesamp183 Shareable content content and experience development that has quotshareabilityquot and is designed to enable and encourage advocacy This applies to both B2C and B2B businesses as well as PR or Corporate Comms influencer outreachamp183 Cocreation and experience marketing encouraging and welcoming consumer input to brand marketing campaignsamp183 Brands as enablers the Digital Life Study shows us that consumers are looking to express themselves online and welcome brands who act as enablers This can take almost as many forms as the selfexpression itself for example brands being entertaining informative playful collaborative or helpfulAs an overlay to these priorities CMOs have renewed faith in the central 39brand idea39 or the 39big idea39 becauseamp183 Today39s more empowered digital consumer has more influence on a brand39s digital manifestation and reputation With a stronger central idea there is more likelihood the brand will be able to maintain the key essence or message they wish to convey as it is remixed and shared by consumersamp183 The proliferation of digital touch points means it39s rarely feasible to create a different idea for every aspect so ideas need to be prioritized Using the 39idea39 as the rationale for planning each touch point or channel is now selected on its ability to effectively deliver the idea a great balancing force to the temptations offered to marketers by new technologiesAnd growth in transmedia planning amp8211 storytelling across multiple platforms and formats amp8211 is helping the brand idea land more readily through digital as well One of our interviewees was Wendy Clark SVP Integrated Marketing and Capabilities at CocaCola and I love how they have approached the storytelling and content creation aspect in a video entitled CocaCola Content 2020 Part OneOther interviewees included in alpha order Barry Judge Best Buy Hugh Chambers British Olympic Association Mike Hogan GameStop Douwe Bergsma Georgia Pacific Jim Gurke Getty Images Lauri Kien Kotcher Godiva Lisa Macpherson Hallmark Cards Larry Bruck Kellogg39s Jean Foster Neustar Simon Sproule Nissan Hope Frank Webtrends and Christa Carone XeroxMaryLee Sachs was most recently US Chair and Worldwide Director of Consumer Marketing at WPP firm Hill ampamp Knowlton She launched her new book The Changing MO of the CMO How the Convergence of Brand and Reputation is Affecting Marketers at the Cannes Lions International Festival of Creativity on June 23 The book is available on Amazon and Barnes ampamp NobleRead all MaryLee39s MediaBizBloggers commentaries at MaryLee SachsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Impact of Digital on Growth Strategies for CMOs - MaryLee Sachs

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