Chief marketing officers

Are CMOs Deeply Dissatisfied With Traditional Digital Advertising?

Source: ncedogroup.com
Source: ncedogroup.com

The title of this post is a bit of a paraphrase of something Mike Sands said to me not long ago. Mike is the CEO of Signal, a leader in real-time people-based marketing. And his company recently released the findings of a study done in partnership with Econsultancy that highlights the rise of addressable media amongst buyers and marketers.

I’ll get to more of my conversation with Mike in a bit but for right now let’s look at some of the findings from the study, entitled “People-Based Advertising: Evaluating the impact and future of addressable media” — which may give credence to Sands’ belief that indeed CMOs are deeply dissatisfied with traditional advertising.

Right out of the chute was the fact that the majority of advertisers and media buyers have embraced people-based advertising with nearly seven in 10 advertisers reporting that they have used Facebook Custom Audiences while a significant majority plan to increase people-based advertising buys even further in 2016.

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The CMO Technology Conundrum And How To Solve It

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” —Bill Gates

Given the vast array of technology, data points, channels, and tactics available, new technology and marketing automation has stepped in to help CMOs bring all their activities together and support the delivery of the ultimate customer experience. But has it really helped so far? Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently?

The above is an excerpt from a recently-released guide the Oracle Marketing Cloud created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. The guide, which I co-authored, contains results of a survey of over 100 marketing leaders plus the five key solutions we identified to help CMOs and marketing leaders tackle the challenge of providing a seamless customer experience across all marketing channels via the use of technology – the right technology that is.

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Why CMOs Need To Remember They Are Consumers, Too

Note: While this article is written directly toward CMOs, make no mistake about it, CEOs should heed this advice, too.

The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring to the bottom line; and that they need to care about things that go way beyond a marketing plan.

In other words they need to remember they are people, too, just like the person on the other end of that cash register, email, Facebook post, advertisement and on and on and on.

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Hey CMOs, It’s Time To Get Disruptive

Many moons ago I wrote an article entitled simply Are You Disruptive? In that piece I openly questioned if marketers or business owners, brands, etc., were in fact, disruptive. As I wrote then which is still very true today. I myself am “disruptive” by nature, disruptive not in the breaking mom’s china manner, but rather questioning the accepted norms. Or as Howard Jones would put it, “challenging preconceived ideas.”

I was reminded of my earlier piece while reading something from Forrester Analyst Corinne Munchbach. In a blog post she used the term “Embrace digital disruption.” Now she was using it in the context of something CMOs need to do in 2013 and she was in fact referring specifically to B2C CMOs but I absolutely believe it applies to ALL CMOs – B2C and B2B CMOs alike.

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