CMO Marketing Outlook Report – Efficiency and Insight Key Focus in 2009

Someone from Global Fluency recently got in touch with the CMO council’s 2009 Marketing Outlook Report. I think the report reflects pretty much what we’ve been hearing lately from marketers around the globe and in every industry…the recession is not time to cut back spending on marketing – but more so to become leaner and smarter in everything we do. Measures range from shifting traditional ad spend to more efficient online channels, boosting analytics, etc. Here are the key findings from the CMO Council report, along with the PR blurb that accompanied it…hope you find it useful.

MARKETERS SHARPEN PENCILS AND FOCUS IN ’09; BUDGETS HOLDING UP BUT PERFORMANCE, EFFICIENCY AND INSIGHT ARE KEY MANDATES 

CMO Council’s Marketing Outlook ’09 Report Reveals Retaining and Training of Key Staff Critical in New Digital World; Limited Agency Turnover and Changes Are Planned

PALO ALTO, Calif. (March 17, 2009) – Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in 2009, reports the Chief Marketing Officer (CMO) Council in its annual Marketing Outlook study. Despite a restrained economy, however, marketers see budgets holding up fairly well with dollars being stringently controlled and directed against growing and retaining market share.

The CMO Council audit of over 650 marketers across all regions of the world indicated a disconnect between management mandates for ’09 and marketing’s limited plans to invest in automation, collaboration and process improvement. More surprising, senior marketers expressed limited aspirations to elevate their positions and forge tighter links with line-of-business executives, finance, the CIO, and IT groups. This year’s report was sponsored by the sales and marketing practice of Deloitte Consulting LLC, the Jigsaw business community, and Ad-ology.
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Open Linked Data and the next phase of the Web

Tim Berners-Lee’s recent speech at TED was released a few days ago…it’s interesting to watch Tim in his nervous excitement. as he asks the audience to repeat “RAW DATA NOW” after him, with a gleam in his eye.

The move towards more open sharing of ‘raw’ data is an inevitable but powerful shift in the development of the web. We’ve all heard about the Semantic Web, but this just won’t be possible without enough credible, pliable data to draw from…

Slides from the presentation are available here: http://www.w3.org/2009/Talks/0204-ted-tbl/#(1)

Imagine a Web where we can draw on the collective intelligence of our times, when, where and how we really need it…that’s what it’s all about!

Excerpt from TED: 20 years ago, Tim Berners-Lee invented the World Wide Web. For his next project, he’s building a web for open, linked data that could do for numbers what the Web did for words, pictures, video: unlock our data and reframe the way we use it together. More about WWW and Tim Berners-Lee – http://www.w3.org

Smart Decision Making – The Role of Results and Intuition in Modern Business

In this interview, I have the distinct honor of interviewing Professor Zeger Degraeve, who is the ‘Sheikh Mohammed bin Rashid Al Maktoum Professor of Innovation, Professor of Decision Sciences’ at London Business School. Not only is Zeger a fascinating individual and an insightful teacher, but also brims with a bountiful supply of energy, zeal and experience. Here we talk about the fundamental issues in today’s business environment…the decisions we face, the results we’re held accountable for…and perhaps a clearer way to approach decision making than just relying on gut feel.

[JJ] We face many decisions on a day to day basis, ranging from personal to business…and from the critical life-changing type to the more mundane. Shouldn’t decisions be judged on the basis of the results they achieve?

[ZD] The result is irrelevant … as a measure of decision quality. People, including managers and business leaders typically equate the quality of a decision with the quality of the result.  When people observe a good result they conclude that they made a good decision.  Likewise, when a bad result is observed, people conclude that a bad decision was made.  This is untrue.  Decisions and results are two different things.  Time elapses between a decision and the realisation of its result.  Decisions are made at a specific moment in time.  Afterwards, people implement these decisions and the result is observed in the future.  The future is uncertain, there are no facts about the future, and nobody has a crystal ball.  In the future, events can happen that managers and organisations cannot control.  Also, events can happen that managers could not foresee.  Such events can cause good decisions to have a bad result and vice versa.  Therefore, the quality of the result is not an indicator of decision quality and the result is irrelevant as a measure of decision (and execution) quality. 

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Technology and Marketing – A Match Made In Heaven

“Build a better mousetrap, and the world will beat a path to your door.”

Ralph Waldo Emerson may have put a poetic twist on human fascination with new technology, however the statement certainly lacks in bringing across the crucial importance of marketing. History is littered with examples of great new inventions and astonishing advances that never made the light of day…a lot of times simply because not enough people knew about them or just didn’t understand them.

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The new age of Interactive Hotel Marketing – Surface Computing, Siftables, Multi-touch

As technology evolves to offer creative new ways to interact with digital media, the possibilities for marketers become immense. We’ve all seen what multi-touch displays have done to improve the user experience… the Apple iPod is a wonderful example of this. Even large multi-touch panels like those seen in the movie ‘Minority Report’ are now cropping up in news rooms.

Beyond being plain fun, the great thing about these new interactive input devices is our move towards more intuitive, quicker ways to interact with media…and finally a move away from two decades being tied to the mouse and keyboard. The hotel industry is big on guest interaction and personalization…so multi-touch screens offer an excellent way to interact with hotel guests, from information, ordering and billing to creative deployments that allow guests to create memories and offer feedback.

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Full Video Interview – Marc Andreessen on Charlie Rose

A great 60 minute interview on Charlie Rose with Marc Andreessen, the man behind Netscape and Opsware, both companies that were acquired and made Andreessen a billionaire. In this interview Marc talks about a variety of topics, including Cloud Computing, Facebook, Twitter and Ning. Some really great insights on tech development and the (non) impact of the current recession on Silicon Valley. A must watch for any tech enthusiast!

You can watch the entire interview below (note: 60 mintues long!)

http://video.google.com/googleplayer.swf?docid=-3628271656800759125&hl=en&fs=true

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