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Fangs And Fishnets For The Win: 'Goth Barbie' Is Monstrously Successful : NPR

Fangs And Fishnets For The Win: 'Goth Barbie' Is Monstrously Successful : NPR | CMO News to Go | Scoop.it
Barbie sales have slumped. But Monster High is doing great. That's another line of dolls from Mattel — imagine even skinnier Barbies that look like they've been designed by Tim Burton.

Via k3hamilton
Jennifer Beever's insight:

This is so interesting. Mattel's Barbie sales are dropping, but according to Cathy Cline who is in charge of marketing for Mattel's girls' brands, company "sales have surged 56 percent this year, thanks to Monster High. 'And it's also one of the fastest growing brands within the entire toy industry,' "

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XYEYE's curator insight, July 19, 2013 12:35 PM
Seriously finally Barbie grew up and joined the 21st century. I thought the drag queen Barbie broke the mold last year and that was awesome, this takes it further.
Linda Alexander's comment, July 20, 2013 9:54 AM
I recently viewed a site that had a Barbie that was actually in true proportion to women and girls sizes. I HAD believed there is a lot of 21st Century backlash to giving little girls Barbies, but guess Mom's are more okay with their children modeling monsters versus the pink, overly skinny clothed glam girls. It says something (I think)?
Asil's curator insight, July 20, 2013 8:04 PM

These remind me of the Bratz dolls [http://www.bratz.com/] that MGA scored big with in the 2000s.  Looks like Bratz is getting on the 'goth' craze with their new Witches line [http://www.bratzillaz.com/]. ;

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News about the role of CMOs (Chief Marketing Officers) and the challenges they face
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CMO Tenure Hits 48 Months, And Chief Marketers' Moves Reflect Rising Influence

CMO Tenure Hits 48 Months, And Chief Marketers' Moves Reflect Rising Influence | CMO News to Go | Scoop.it
CMO tenure has been climbing since 2007. 2014 was no exception: According to executive-search firm Spencer Stuart, the average length of time chief marketers remained in their positions last year was 48 months.
Jennifer Beever's insight:
Two interesting points in this article about how the rise of digital and the ability to measure results with analytics has increased CMO tenure: 1.) we are seeing digital and ECommerce managers being promoted to CMO and CMOs with longer tenure (10+ years) are taking on more responsibilities or being promoted to CEO.
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Governing Social Media -- an Oxymoron Brands Must Address

Governing Social Media -- an Oxymoron Brands Must Address | CMO News to Go | Scoop.it
in many cases that the best social strategy is not to operate a social media account at all, but rather to invest in blogs or an influencer program and close existing, poor-performing social accounts.
Jennifer Beever's insight:

There are some good comments in this article about a common problem. You're not supposed to control social media - it's supposed to be organic and natural. But, if you're a brand, you do need to control what is said and how it's said.

 

The three recommendations are 1.be strategic; 2. have guidelines for the corporate postings as well as individual comments about the business; 3. set goals and measure results.

 

I liked this quote - better to create your own content than allow poorly performing campaigns and profiles to exist online. "...in many cases that the best social strategy is not to operate a social media account at all, but rather to invest in blogs or an influencer program and close existing, poor-performing social accounts."

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CMOs Plan to Boost Marketing Budgets by 9% This Year

CMOs Plan to Boost Marketing Budgets by 9% This Year | CMO News to Go | Scoop.it
CMOs said they plan to increase marketing budgets by an average of 9% this year, according to Duke University's CMO Survey.
Jennifer Beever's insight:

The survey by Duke University, the AMA and McKinsey & Co. says that digital marketing budgets will increase 14.7% while traditional marketing will decrease 1.1%. The budgets for marketing analytics will almost double in the next three years, from 6.4% of total marketing budget to 11.7%. But the survey also found that B2B companies don't use the marketing analytics data as well as business to consumer or B2C companies.

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The Death Of The CMO And The Birth Of The Chief Business Officer

The Death Of The CMO And The Birth Of The Chief Business Officer | CMO News to Go | Scoop.it
To address the many articles questioning the value of CMOs, the first-ever CMO Impact Study was conducted in collaboration with CMO.com, leading academics, and experienced CMOs. Steven Cook and David Cooperstein, two experienced CMOs, detail what the results of the study mean for CMOs.
Jennifer Beever's insight:

I think all C-Suite executives are Chief Business Officers. I do agree it's time that CMOs are recognized as a peer to the CFO, COO, CEO and take broader responsibility. Don't allow your role to be only MARCOM.

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The Case for Keeping Super Bowl Ads Secret - CMO Today - WSJ

The Case for Keeping Super Bowl Ads Secret - CMO Today - WSJ | CMO News to Go | Scoop.it
Many non-sports lovers watch the Super Bowl just to watch the glitzy commercials that appear during game breaks, but in recent years many of the game's ads aren't a surprise to viewers.
Jennifer Beever's insight:
Budweiser and Lexis already have their ads online, and Carnival is crowd sourcing 4 different versions of its ad. But Nissan is holding back, counting on the element of surprise. All I can say is, "it better be good." I think the advertisers who pre-release ads create a lot more buzz and anticipation, and probably have more brand recall after the Super Bowl.
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H&R Block CMO Kathy Collins On The Latest 'Billions' Campaign And The Quest For Continued Relevance  

H&R Block CMO Kathy Collins On The Latest 'Billions' Campaign And The Quest For Continued Relevance   | CMO News to Go | Scoop.it
VideoH&R Block is back today, urging America to “get its billions back”—emphasis on “billions.” The tax-preparation company is reprising its campaign that launched a year ago featuring real-life tax professional and bowtie aficionado Richard...
Jennifer Beever's insight:
A campaign in which people actually remember the brand, the tag line, and which resulted in increased revenues! Rare!
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The Internet of Things Must Be Built on a Foundation of Trust

The Internet of Things Must Be Built on a Foundation of Trust | CMO News to Go | Scoop.it
Alliance of Automobile Manufacturers developed a set of "Consumer Privacy Protection Principles."
Jennifer Beever's insight:

Other industries should follow the lead of the Alliance of Automobile Manufacturers, which developed a set of "Consumer Privacy Protection Principles" to protect consumers regarding how their data is shared. This proactive approach is much better than waiting for government to regulate things, says the author. It also shows that auto makers have the consumer best interest in mind.

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Tech Company Uses Daring Stunts, Formula 1 to Reach CIOs

Tech Company Uses Daring Stunts, Formula 1 to Reach CIOs | CMO News to Go | Scoop.it
Q&A with Jonathan Martin, CMO at technology company EMC. The company has had success with viral videos featuring daring stunts to reach CIO audience.
Jennifer Beever's insight:

Did you know the number one sport CIOs watch above all others is Formula One Racing? EMC positioned their videos in a Formula One broadcast to maximize views. They dropped old computers and electronics from planes and jumped a large truck over a race car manufactured by one of their customers. Interesting approach to getting CIOs attention.

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Avoiding Content Marketing Spam: Content & SEO Culture, Process, Ownership

Avoiding Content Marketing Spam: Content & SEO Culture, Process, Ownership | CMO News to Go | Scoop.it
Before you map your 2015 content and SEO strategy, understand the different types of content that your organization needs, and have processes...
Jennifer Beever's insight:

Andy Betts makes important points about content marketing strategy in this article. He describes the need for a culture of content, a process for creating content, and come from multiple sources.

In my experience with small to medium businesses, they don't have the content culture or enough of a process in place to be successful, and they certainly don't get content from enough sources in their companies (customer service, sales, executives AND marketing).

 

Betts also cautions that content must be geared to your audience and be high quality, not just optimized for SEO keywords.

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Verizon Kills Its Content Marketing Baby

Verizon Kills Its Content Marketing Baby | CMO News to Go | Scoop.it
after suffering scathing criticism, verizon wireless has shut down its content marketing publication, sugarstring, two months after its launch.
Jennifer Beever's insight:
Why does some content marketing fail? Apparently Verizon told writers Net Neutrality and Espionage were forbidden topics and then shut down the magazine. Is it lack of strategy? Lack of transparency? Not understanding the audience? According to the NY Times, it's the fact that a corporation shut down reporting of two issues it is criticized for: "documents leaked by Edward Snowden revealed that Verizon had turned over the phone records of millions of people to the American government without their consent. The company has also sued to keep the Federal Communications Commission from blocking efforts to charge for faster delivery of data." But isn't this done all the time! Westinghouse owns CBS; GE and now Comcast owns NBC, etc. I think some B2B companies ave been somewhat successful with their content creation, namely Adobe and SAP. Maybe for B2C consumers aren't buying it - they need a neutral source.
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Personas Risk Leading Your Messaging Astray | SalesAndMarketing.com

Personas Risk Leading Your Messaging Astray | SalesAndMarketing.com | CMO News to Go | Scoop.it
The big thing in many marketing departments is to create personas — fictional characters that embody all the traits of your prospects. These personas have names, demographic and psychographic attributes, plus a detailed look at their key performance indicators.
Jennifer Beever's insight:

I like Tim Riesterer's point, that while buyer personas are important to understand for marketers, the buyers will buy when they experience enough situational pain. They are not achieving goals or growing fast enough and need your solution to break through.

 

So, marketers, don't rely on personas alone to craft marketing messages. Work with sales to i.d. the key triggers that make buyers buy.

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Whirlpool Is Awash in In-Store Display Data from Mobile Tool

Whirlpool Is Awash in In-Store Display Data from Mobile Tool | CMO News to Go | Scoop.it
whirlpool field staff use gigwalk to monitor what's really happening with swash displays in retail locations including best buy stores.
Jennifer Beever's insight:
The mobile app Gigwalk allows field reps to upload data and photos about I store displays and sales activity - cool!
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Woo Woo? - YouTube

Sure. Social media is important; but, do you know what your marketing is doing? We can help. http://adobe.com/marketing
Jennifer Beever's insight:

This video spoofing how fast social media changes by Adobe is hilarious.

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More Data Brings More Risk: CMOs Must Embrace 'Risk Marketing'

More Data Brings More Risk: CMOs Must Embrace 'Risk Marketing' | CMO News to Go | Scoop.it
The most important skill for a CMO today is risk marketing. Here are five strategies for successful risk marketers, Curtis Hougland writes.
Jennifer Beever's insight:

How much risk is your company willing to accept? The author points to social media and government compliance as two big risk accelerators and says that CMOs must break down silos in their organizations to solve problems that are marketing related - cybersecurity, globalization, and marketing to the individual.

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American Express Will Debut ‘Inspiring’ Celebrity Ads at Oscars

American Express Will Debut ‘Inspiring’ Celebrity Ads at Oscars | CMO News to Go | Scoop.it
In case the Oscars weren’t star-studded enough, will roll out a new ad campaign during the Academy Awards featuring the likes of Aretha Franklin and Mindy Kaling. The credit card giant will debut four 30-second heart-felt ads, created by WPP-owned Ogilvy & Mather, that feature noteworthy people who have beaten the odds and happen to use American Express. [...]
Jennifer Beever's insight:

Looking forward to this campaign!

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Chick-fil-A Inc. names new CFO, CMO | People content from Nation's Restaurant News

Chick-fil-A Inc. names new CFO, CMO | People content from Nation's Restaurant News | CMO News to Go | Scoop.it
Company also creates new chief people officer position
Jennifer Beever's insight:

This is interesting - the new CMO at Chick-fil-A is Jon Bridges, who was their CIO and then VP of Customer Experience. It would seem to be a great background for the CMO role, because customer centricity is key and CMOs must integrate technology and analytics.

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Are Keywords Relevant to SEO in 2015?

Are Keywords Relevant to SEO in 2015? | CMO News to Go | Scoop.it
Take a look at this analysis of onsite optimization factors that matter far more than keyword presence.
Jennifer Beever's insight:

Good overview of SEO and keywords. In summary, keywords matter a little bit, but the meaning behind the keywords of your site is more important because of semantic search.

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How To More Effectively Market To Millennials: An Interview With CMO Paige O'Neill

How To More Effectively Market To Millennials: An Interview With CMO Paige O'Neill | CMO News to Go | Scoop.it
While there are a host of often descriptive attributes associated with Millennials, they are a large and very diverse group, making it more challenging to market to them.
Jennifer Beever's insight:
Consistency across digital channels and disclosing and offering something in exchange for the data you will collect on millennials are just two tips in this great article.
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Think Small: Why Big Data Isn't For Everyone

Think Small: Why Big Data Isn't For Everyone | CMO News to Go | Scoop.it
Everyone's talking about big data, but it isn't for everyone, writes Jeff Hassemer. Here's how companies can use small data to target the right customers.
Jennifer Beever's insight:

I like this article, because it is true that many small to medium size companies aren't really doing anything with the small data that they already have about their customers. SMBs need to master small data by setting up marketing and sales funnel systems and customer service programs to increase loyalty and repeat business before they go too crazy with big data.

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RadioShack Loses CMO | http://www.twice.com

RadioShack Loses CMO | http://www.twice.com | CMO News to Go | Scoop.it
RadioShack chief marketing officer Jennifer Warren, who gained attention for the chain with a pair of high-profile commercials, has left after less than two years on the job.
Jennifer Beever's insight:
The Superbowl ad done under CMO Jennifer Warren's watch was fun ("The eighties wants their store back..." ) was cool, but who can blame her now for leaving a sinking shop ?
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Is the CMO Role Dying Or Thriving?

Is the CMO Role Dying Or Thriving? | CMO News to Go | Scoop.it
What’s happening to the CMO role? This question has been hot for a couple of years. Some suggest the role is nominal and “dying” while others suggest it is bigger, more complex, and more important than ever before.
Jennifer Beever's insight:
Based on discussions at a recent CMO gathering in Miami, FL, the role is changing radically due to changes in buyer behavior and marketing technology. The CMO is predicted to spend more on tech than the CIO and have an increasingly critical role in organizations.
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How Allison Checchi Is Helping Boost YP's Bottom Line

How Allison Checchi Is Helping Boost YP's Bottom Line | CMO News to Go | Scoop.it
One year into her job as CMO at YP (formerly YellowPages.com), Allison Checchi is helping to boost leads and awareness of YP. She discusses how she's doing it.
Jennifer Beever's insight:

YellowPages.com made a much needed name change to YP, but can the company make the shift from selling advertising to consulting on online marketing solutions and providing results? My impression a few years ago from one of their sales people is they didn't get SEO and digital marketing.

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Jennifer Beever's curator insight, December 3, 2014 1:13 PM

YellowPages.com made a much needed name change to YP, but can the company make the shift from selling advertising to consulting on online marketing solutions and providing results? My impression a few years ago from one of their sales people is they didn't get SEO and digital marketing.

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As McDonald's Preps for Super Bowl, Another Executive Shuffle

As McDonald's Preps for Super Bowl, Another Executive Shuffle | CMO News to Go | Scoop.it
Kristy Cunningham named top strategy exec in U.S., as U.S. brand and strategy officer Kevin Newell becomes president of west division.
Jennifer Beever's insight:

It will be interesting to see what campaign McDonald's comes up with in light of the fact that the millennial generation doesn't like the brand or its food.

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Digital to Overtake TV Ad Spending in Two Years, Says Forrester

Digital to Overtake TV Ad Spending in Two Years, Says Forrester | CMO News to Go | Scoop.it
u.s. advertisers' spending on digital advertising will hit $103 billion in 2019 to represent 35% of all ad spending, according to forrester.
Jennifer Beever's insight:
This trend is not surprising!
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Anytime Fitness Looks Past Body Image In National Campaign

Anytime Fitness Looks Past Body Image In National Campaign | CMO News to Go | Scoop.it
A new campaign for Anytime Fitness gets away from the muscle-bound messaging of typical gym ads.
Jennifer Beever's insight:

I like this ad - get to a healthier place - with a focus on real people, not models posing in a gym!

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