Insights for CMOs: A Column For Forbes

Good For BusinessI’m very thankful that Forbes has extended me an offer to be a regular contributor discussing emerging technologies for the evolving customer strategy.

CMOs are hungry for information. The information landscape is in flux, consumers are more empowered as they assert control using social technologies. Additionally, things are moving faster, as mobile devices and microblogging makes real-time responses from companies not fast enough.  As a result, they are thirsty for what’s next, and how they can get ahead of the curve –with minimal risk.

This regular monthly (or more) column on the Forbes CMO network (@ForbesCMO) isn’t reporting, but instead will marry industry level insight and provide pragmatic advice. After I post industry insights at Forbes, I’ll also cross-post or point to it from the Web Strategy blog so you don’t miss out on anything.

View my contributions on the Forbes Network

Having met many of the CMO and marketing leaders at a recent Forbes event, they are certainly more sophisticated in their understanding (my first piece at Forbes) of new technologies and are ready to understand, trial, and adopt new methods. While we know that ‘social marketing’ is the hot topic for senior marketers especially during a recession, I’ll be pushing the thinking as I explore location based social networks and mobile technologies –all in support of improving the customer relationship.  I’m thankful for the opportunity to advance the industry, and hope to be a guide to marketing leaders who want to benefit from new technologies.

Now, to hear your opinions. As we continue to connect with marketing leaders and CMOs around the globe, I need your help what do you think they should know about emerging technologies. If you could speak to CMOs, what would you tell them? I’d love to hear your thoughts.

46 Replies to “Insights for CMOs: A Column For Forbes”

  1. Congratulations! This is great news for all of us! The questions I’m getting from CMOs are less about the technology and more about the ROI of social media versus traditional programs. There are also concerns about the organizational changes needed. Lastly are the questions around policies and governance. If you can address these issues you will help advance the industry. Thanks!

  2. I would like to understand their thinking on the back-end analysis side of a “social marketing” campaign. What method(s) will they employ to measure return on investment? I know there are different flavors of ROI, but regarding profitability, at what cost per lead, cost per conversion, cost per sale or percent of marginal profit would they consider a campaign to be a success? Or are such measurements now archaic and not relevant? Would these CMOs consider doing any kind of testing first, or just jump right in? Curious minds want to know!

  5. Jerimiah,

    There are a couple things I would tell CMOs.

    Put the right people in position. Just because an employee has a facebook, linkedin and twitter account does not make them the right person to run or manage your social media or web marketign programs.

    Second – Remain authentic. Think about what your specific audience wants and needs and deliver on it.

    Third – Be cautious about having a third party manage your social media personas. You can outsource some of the work, but you have to be leading the effort, responding rapidly, and make sure the third party you're using is in brand voice.

  6. Jerimiah,

    There are a couple things I would tell CMOs.

    Put the right people in position. Just because an employee has a facebook, linkedin and twitter account does not make them the right person to run or manage your social media or web marketign programs.

    Second – Remain authentic. Think about what your specific audience wants and needs and deliver on it.

    Third – Be cautious about having a third party manage your social media personas. You can outsource some of the work, but you have to be leading the effort, responding rapidly, and make sure the third party you're using is in brand voice.

  7. Jerimiah,

    There are a couple things I would tell CMOs.

    Put the right people in position. Just because an employee has a facebook, linkedin and twitter account does not make them the right person to run or manage your social media or web marketign programs.

    Second – Remain authentic. Think about what your specific audience wants and needs and deliver on it.

    Third – Be cautious about having a third party manage your social media personas. You can outsource some of the work, but you have to be leading the effort, responding rapidly, and make sure the third party you're using is in brand voice.

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