What keeps the C-level up at night, and what hope gets them out of bed in the morning?
Once upon a time, marketers came up with ad campaigns and sent them out. If a consumer had an opinion or reaction beyond simply buying (or not buying) the product, she had to jump through a lot of hoops to make her voice heard. She had to search for contact information that was hard to find, or write letters that rarely earned a response. The conversation was one-sided: marketers acted; consumers reacted, and the two speakers rarely interacted. Marketers knew that they were succeeding or failing only by looking at sales or conducting expensive brand awareness studies.
Times change. Corporations communicate with customers outside the marketing department (how many CEOs now blog?). New media age consumers are no longer silent, and -- at least online -- consumers have immense influence on marketing messages… sometimes even creating their own ads. The explosion of blogs, chat rooms, user-generated content and the proliferation of online content and widespread increase in bandwidth has changed the nature of the conversation. The good news is that this has caused marketers to invest increasing amounts of time and budget to interactive marketing while still investing heavily in traditional media.
But outside the interactive department, how do today's CMOs view the totality of the marketing mix? What are the big-picture challenges as the C-level officers juggle TV, print, outdoor and online? How do they balance taking big risks against keeping their jobs for longer than 23 months? As 21st century corporations change how they communicate, how will the role of marketing change across media?
Moderator:
Scott McLernon is SVP of advertising sales, CBS Interactive. Read full bio.
Presenters:
Jean-Philippe Maheu, Digital Chief, Ogilvy.
Tim Mapes, CMO, Delta Airlines.
Peter Krainik, CMO CLUB Founder / Chief Marketing and Sales Officer, QD Technology
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Format: 00:54:07, 74.32 MB, MP3
