Online. Offline. Bottom Line.™
(skip to the content)
Home | About | Jobs | Privacy Policy | Contact | Login or Register
What’s the number one challenge for marketers in this digital age? The answer, according to Michael Fassnacht, who writes for CMO Strategy in Advertising Age, is turning consumer data into actionable marketing insights up and down the organization, something he refers to as the “democratization of data.”
We must think bigger about internal communications, and Australian blogger Lee Hopkins has posted an excellent overview about what it is, why it’s important, and how to structure effective efforts.
The Association of National Advertisers (ANA) President/CEO Bob Liodice predicts that the stature of Chief Marketing Officers will rise to be that of true C-suite players, so much so that they will now become known as “growth champions.” So what’s in a name?
Marketing is a tough way to climb to the top rung of the corporate ladder. Several studies have confirmed (see Wharton story, free sign-up required) that through the 1970s, most CEOs came up through the marketing ranks. However, starting in the 1980s, the finance department started edging out marketing as the way to the top job(s) in corporations. Today that is even truer. Why?
There is an interesting story in Wired about how the iPod came to be. However, it is more than story; it is a short primer on creativity and innovation.
It started with a simple question from Steve Jobs: What can we do to make more people buy Macs?”