The week's must-read articles, reports, and interviews.
In This Issue
Mobile. Social. Social. Mobile. . .these are the two hottest areas in digital marketing right now, and this edition includes a few must-read articles that will help you stay on top of both. Our own Anoop Sahgal offers up five "Go-To Tips For The Modern-Day Mobile Marketer"--a CMO.com exclusive. Another exclusive--this time a slide show--has Aseem Chandra, VP, marketing, Omniture Business Unit, Adobe Systems (and CMO.com's parent company), offering some advice on how to prove the value of your social media campaigns. Also, don't miss: "B2B or 'B Not 2B'--Does B2B Social Marketing Work?"; "Ten Myths About Social Networking For Business"; and "Clash Of The Social Network Titans: Google+, Facebook, And Twitter." Finally, there are links to the latest "CMO Insider" posts in "Need To Know" and "Ask The Headhunter."
Until next time,The Editors of CMO.com
Mobile. Social. Social. Mobile. . .these are the two hottest areas in digital marketing right now, and this edition includes a few must-read articles that will help you stay on top of both. Our own Anoop Sahgal offers up five "Go-To Tips For The Modern-Day Mobile Marketer"--a CMO.com exclusive. Another exclusive--this time a slide show--has Aseem Chandra, VP, marketing, Omniture Business Unit, Adobe Systems (and CMO.com's parent company), offering some advice on how to prove the value of your social media campaigns. Also, don't miss: "B2B or 'B Not 2B'--Does B2B Social Marketing Work?"; "Ten Myths About Social Networking For Business"; and "Clash Of The Social Network Titans: Google+, Facebook, And Twitter." Finally, there are links to the latest "CMO Insider" posts in "Need To Know" and "Ask The Headhunter."
Until next time,The Editors of CMO.com
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Go-To Tips For The Modern-Day Mobile Marketer (CMO.com)
Mobile marketing is the next frontier in global customer engagement, making related strategies vital to any organization's success. But understanding that mobile is important isn't enough. It's time to think about what to do and where to start.
Mobile marketing is the next frontier in global customer engagement, making related strategies vital to any organization's success. But understanding that mobile is important isn't enough. It's time to think about what to do and where to start.
Slide Show: The Impact Of Social Media (Adobe/CMO.com)
According to Adobe marketing VP Aseem Chandra, his discussions with CMOs about social media are all the same. "In every conversation, CMOs pull me aside and whisper, 'What should I be doing in social media? What's the value of a Like? Why is my social strategy bombing?" he says. This slide show is an abridged version of what Chandra, a major force behind Adobe's new SocialAnalytics solution, tells them.
According to Adobe marketing VP Aseem Chandra, his discussions with CMOs about social media are all the same. "In every conversation, CMOs pull me aside and whisper, 'What should I be doing in social media? What's the value of a Like? Why is my social strategy bombing?" he says. This slide show is an abridged version of what Chandra, a major force behind Adobe's new SocialAnalytics solution, tells them.
B2B or 'B Not 2B'--Does B2B Social Marketing Work? (Fast Company)
Experts can't seem to agree on whether social media for B2B marketing is effective or not. Conflicting views are not surprising, particularly in light of the dearth of convincing ROI sales metrics.
Experts can't seem to agree on whether social media for B2B marketing is effective or not. Conflicting views are not surprising, particularly in light of the dearth of convincing ROI sales metrics.
Ten Myths About Social Networking For Business (Forbes.com)
From the premise that everyone is on social media, to social media as a replacement for a Web site, following are 10 common social media misconceptions--spread by networking neophytes and so-called experts. Learn why they're perpetuated, with action plans for what to do about them.
From the premise that everyone is on social media, to social media as a replacement for a Web site, following are 10 common social media misconceptions--spread by networking neophytes and so-called experts. Learn why they're perpetuated, with action plans for what to do about them.
Soft Sell vs. Hard Sell: What To Say And When (CMO.com)
By starting with a softer informational or brand message, you can often get people in the door, but sometimes it takes a little bit more of a push to actually get them to close the loop and make a purchase.
By starting with a softer informational or brand message, you can often get people in the door, but sometimes it takes a little bit more of a push to actually get them to close the loop and make a purchase.
The Habits Of Highly Creative Marketers (AdAge.com)
Think outside the box. Let go. Take a risk. Obviously, there's some element of truth to the platitudes about creativity and marketing. But, really, what does it take to come up with truly innovative and effective ideas?
Think outside the box. Let go. Take a risk. Obviously, there's some element of truth to the platitudes about creativity and marketing. But, really, what does it take to come up with truly innovative and effective ideas?
Clash Of The Social Network Titans: Google+, Facebook, And Twitter (MarketingProfs)
Google+, Facebook, and Twitter have their own unique strengths and niches. Which one is the ultimate answer for managing your brand's B2C and B2B relationships? This articles examines each one's network properties and social principles.
Google+, Facebook, and Twitter have their own unique strengths and niches. Which one is the ultimate answer for managing your brand's B2C and B2B relationships? This articles examines each one's network properties and social principles.
How CMOs Can Re-energize The Annual Planning Process (Forbes.com)
By applying fresh approaches to the annual planning process, chief marketers can achieve the delicate balance between sales' short-term needs with activities that will position the organization to succeed longer term. Following are some ideas that can transform the dreaded process into an opportunity to innovate.
By applying fresh approaches to the annual planning process, chief marketers can achieve the delicate balance between sales' short-term needs with activities that will position the organization to succeed longer term. Following are some ideas that can transform the dreaded process into an opportunity to innovate.
CMOs, Gain Power: Don't Let Chief Marketing Obstacles Stand in Your Way (MarketingProfs)
Where does the CMO fit in at your organization? How CMOs are positioned can affect the influence they have over major decisions. Here are four ways CMOs can gain the power needed to be effective.
Where does the CMO fit in at your organization? How CMOs are positioned can affect the influence they have over major decisions. Here are four ways CMOs can gain the power needed to be effective.
5 Internet Marketing Metrics Not To Obsess Over (HubSpot's Inbound Internet Marketing Blog)
There are usually a number of ways to measure the success of a given campaign, and often marketers get caught up in using every single metric available to them or obsessing over the least valuable ones. To help streamline the task, here are five metrics that probably aren't worth your time, along with suggestions for better alternatives.
There are usually a number of ways to measure the success of a given campaign, and often marketers get caught up in using every single metric available to them or obsessing over the least valuable ones. To help streamline the task, here are five metrics that probably aren't worth your time, along with suggestions for better alternatives.
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NEED TO KNOW: Is Your Social Strategy 'De Bomb' Or Bombing? (CMO.com)
I am a bit surprised that CMOs are still worrying about social-media marketing rather than already doing it, measuring its effectiveness, and even counting its ROI. If you are still asking these questions, though, we've just posted "The Impact Of Social Media," a very timely slide show about social marketing.
I am a bit surprised that CMOs are still worrying about social-media marketing rather than already doing it, measuring its effectiveness, and even counting its ROI. If you are still asking these questions, though, we've just posted "The Impact Of Social Media," a very timely slide show about social marketing.
ASK THE HEADHUNTER: CMOs: Where Do You Come From? (CMO.com)
Marketing is a craft. You build your marketing chops one at a time, developing expertise that helps you get recognized. You'll probably work in more than one industry and product domain. You'll do your time, you'll pay your dues, and rise to the C-suite. Right? Well, maybe--but two-thirds of CMOs in a recent survey didn't come from the marketing craft. And no more than about 13% came from a sales background. So where do CMOs come from?
Marketing is a craft. You build your marketing chops one at a time, developing expertise that helps you get recognized. You'll probably work in more than one industry and product domain. You'll do your time, you'll pay your dues, and rise to the C-suite. Right? Well, maybe--but two-thirds of CMOs in a recent survey didn't come from the marketing craft. And no more than about 13% came from a sales background. So where do CMOs come from?
INTERVIEW: Hooters CMO Mike McNeil On Steinem, Sex Appeal And The American Way (AdAge.com)
"Every time someone criticizes us, our fans come to our defense," says marketing veteran Mike McNeil, who talked about how good wings are just as important as good-looking girls, and how his favorite part of the job is defending the brand from people like feminist activist Gloria Steinem.
"Every time someone criticizes us, our fans come to our defense," says marketing veteran Mike McNeil, who talked about how good wings are just as important as good-looking girls, and how his favorite part of the job is defending the brand from people like feminist activist Gloria Steinem.
REPORT: Measuring The Value Of Search (McKinsey Quarterly)
A world without search has become unimaginable. This report looks at five key developed and developing economies, identifying nine activities that are primary sources of search value, as well as 11 private, public, and individual constituencies, including advertisers and retailers, that reap the benefits.
A world without search has become unimaginable. This report looks at five key developed and developing economies, identifying nine activities that are primary sources of search value, as well as 11 private, public, and individual constituencies, including advertisers and retailers, that reap the benefits.
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