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Marketing chiefs urged to engage in strategic planning
Marketing News |
24/06/2010
Chief marketing officers (CMOs) should be innovating, and shaping how their organisations engage with customers, rather than simply managing advertising campaigns.
This is the major claim of a new independent report from Forrester Research, which indicates that fewer than 30 per cent of CMOs currently consider themselves to be "agents of change".
As a result, many capable professionals are currently selling themselves short, the Define Your Marketing Innovation Strategy report suggested.
It proposed that CMOs should be attempting to fully utilise their knowledge and experience to influence the strategic direction of their company.
Only then can they fully capitalise on changing consumer trends and the opportunities afforded by new technology, Forrester's marketing and strategy research panel proposed.
"Many marketing leaders take advantage of new opportunities as they present themselves, organically building change into their approach and organisation," said report author Mary Beth Kemp.
"But innovation in marketing should be much more than moving into digital, testing social applications, or dabbling in mobile."
She suggested that the CMO's greatest opportunity is to redefine how their company interacts and engages with customers in the future.
In her opinion, they can do this by building a road map to chart the integration of new methods into the marketing mix.
Formalising near-term opportunities for testing and learning, and making sure that testing is carried out as part of a plan, can also help chief marketers achieve this goal, Ms Kemp claimed.
According to research conducted last month by the Direct Marketing Association, the first thing consumers are looking for in an advertising campaign is relevance to their needs and interests.
The study found that marketers should be correctly targeting promotions at particular groups and individuals in order to have the maximum influence.
Posted by John Lynes
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