The Internet today is a very different place than it was a few years ago, and as capabilities and features have increased, so have customer expectations and a company’s ability to meet them.
Elizabeth Houlihan's insight:
Every action that is performed in the digital world leaves behind fragments of the actions taken and traces of data that together present the start of an understanding of your customer’s experience. By gathering those fragments through the myriad of analytical data available today, marketing professionals gain snapshots--moments of understanding of what motivates and satisfies customers. By combining those snapshots, marketers can contextualize the motion of the user, making it possible for the brand to better interact with and serve the user and to anticipate need and desire.
Chief marketers have long kept customers in their direct line of sight—arguably more than any other position in the C-suite. As this customer-centric mindset spreads across their companies, so, too, have their roles.
Elizabeth Houlihan's insight:
Real success in an organization depends upon every function and every level having representation at the table. No one is an island. No silo protects. It is only when genuiene collaboration and listening go hand in glove that real success happens.
Subscribe to the GE Channel: http://invent.ge/1eGgvZK At GE, we're not just imagining a world where brilliant women in science are treated like stars
Elizabeth Houlihan's insight:
What if Millie Dresselhaus' efforts lived on through us. According to the New York Times, "Dr. Dresselhaus was renowned for her efforts to promote the cause of women in science. She was the first woman to secure a full professorship at M.I.T., in 1968, and she worked vigorously to ensure that she would not be the last."
Put aside engagement, site visits, and app downloads for a second. What companies should focus on is generating “wantedness,” according to a new study by Wunderman.
Elizabeth Houlihan's insight:
"Cheap Trick understood what consumers really want from brands: 'I want you to want me. I need you to need me. I'd love you to love me.' If marketers can do that, their consumers will be more loyal." -- Elizabeth Houlihan, CMO and Business Builder
2017 will undoubtedly see a significant shift in the way TV is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Elizabeth Houlihan's insight:
The second screen is not a new idea. However, advertisers have finally begun to understand how to use the second screen to expand their message and the consumer experience.
Retailers with physical stores face fierce competition from online sellers. Win and maintain customers by becoming a Relationshop and providing them with a unique shopping experience.
Elizabeth Houlihan's insight:
It is time for retailers to change from unique selling positions to unique buying reasons to attract and retain customer interest. You create moments of relevance and importance to your customers. Sometimes it is the little things that matter. It is your job to present people with insight, alternatives, and related choices. - Read more at: http://scl.io/ry_2Um6h#gs.3iV0ZAI
It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are interested in buying complete, off-the-shelf, pre-defined customer journeys. In an era of personalisation, they want to assemble their own: using the touchpoints of their choosing for the purposes of their choosing and at the moments of their choosing.
Elizabeth Houlihan's insight:
Marketers are surrounded by a swarm of rapidly multiplying touchpoints through which people can interact with their brands – and they can no longer predict which of those touchpoints will be used for which purpose. Coherent brand experiences need a unified view of touchpoints.
Linda Boff is General Electric’s new CMO–and it's no surprise that she was chosen to take over the reins, replacing the esteemed Beth Comstock, who now serves as the company’s vice chairman. Boff is curious by nature, which drives her to take risks.
Elizabeth Houlihan's insight:
GE wants to change the way its customers and consumers see GE. The communication challenge is a naunced one -- transforming from a position as an Industrial Giant to transforming itself to become the world's premier digital industrial company, executing critical outcomes for our customers. Linda Boff, CMO GE will lead that effort. Here's how....
The Internet today is a very different place than it was a few years ago, and as capabilities and features have increased, so have customer expectations and a company’s ability to meet them.
Elizabeth Houlihan's insight:
Every action that is performed in the digital world leaves behind fragments of the actions taken and traces of data that together present the start of an understanding of your customer’s experience. By gathering those fragments through the myriad of analytical data available today, marketing professionals gain snapshots--moments of understanding of what motivates and satisfies customers. By combining those snapshots, marketers can contextualize the motion of the user, making it possible for the brand to better interact with and serve the user and to anticipate need and desire.
How do executives at Google search on mobile? Learning from the engineers & influencers at Google can help shed light on how to best optimize your own site.
Elizabeth Houlihan's insight:
Google’s vice president of Search, Amit Singhal worries about the number of taps required, the load speed of a page, and the accuracy and relevance of search results when evaluating mobile. Do you? Read more.
Marketing is at the interface of the firm and its present and prospective markets. How will the activities, responsibilities and design of the marketing organization evolve in the future? The answers will emerge from the interplay of three driving forces with the unique features of each firm’s strategy, legacy, and the dynamics of their market. These driving forces are the impact of digital technologies, the changing role of the Chief Marketing Officer (CMO) as a member of the C-suite, and emerging organizational designs.
from getting briefs approved by vps to avoiding shootouts, cmos can institute plenty of practices to get better work -- and save money.
Elizabeth Houlihan's insight:
Ad agencies really interested in delivering great work would like senior marketing executives to get involved -- not just showing up at the meeting, but really involved in crafting and blessing the brief. Doing so ensures that the agency understands what the client understands, and knows the budget and can have a chance of delivering both a plan and creative to meet the goals of the organization.
You constantly have to be learning, adapting, and in the process of having curiosity and being inquisitive. Those are all elements that, I think—whether you’re a marketer or a general practitioner in business, and because of what’s occurring with digital and new media—that need to be part of your tool kit. If they’re not, it can be debilitating, if not paralyzing.
What makes a great leader? Management theorist Simon Sinek suggests, it’s someone who makes their employees feel secure, who draws staffers into a circle of trust. But creating trust and safety — especially in an uneven economy — means taking on big responsibility.
Elizabeth Houlihan's insight:
Real leaders don't believe in shuffling around their problem performers. They face the problem and develop the talent -- finding the right talent the right seat. They hold the whole organization responsible for the results. Everybody rows together. Everybody moves forward. That's servant leadership.
Dog Whisperer Cesar Millan is teaming up with Audible to calm your pet with audiobooks. Are they barking up the wrong tree?
Elizabeth Houlihan's insight:
Caesar Millan wants your dog to get know Alexa. As dogs move from pets to family members, this is a brilliant move for Amazon's Audible and Alexa brands. What's your take?
Ordahl, CSO at Landor, provides perspective about the biggest challenges facing CMOs and shifts in the different roles that B2B and B2C CMOs are playing.
Elizabeth Houlihan's insight:
Are the best CMO's really the Chief Strategy Officers?
2017 will undoubtedly see a significant shift in the way TV is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Elizabeth Houlihan's insight:
"Second screen will likely be a force for good for advertisers and consumers alike. The technology is available to use the second screen to customer the experiences of mass distributed television content." - Elizabeth Houlihan, Business Builder and Chief Marketing Officer
The rise of sensors will totally change how and to whom—or to what—marketers market, said J. Walker Smith, executive chairman of The Futures Company, who opened the Strategic Summit track of &Then, the DMA’s annual conference.
Elizabeth Houlihan's insight:
Digital will touch every facet of consumer behavior, and in turn, brands' behaviors. Sensors will change everything from alerting consumers to possible choices based upon the sensor's read of the consumer response to stimulus -- and then deliver it to the consumer's preferred point of distribution via a self-driving vehicle. It is the future in ways we never have yet thought to imagine.
Digital is changing the marketing landscape—that’s for sure. It is also changing consumer expectations for the type of communications they receive from the brands they love.
Mobile vs. Mobility What we’re really talking about is “mobility.” It’s not just a channel that we reach through an untethered, handheld device; “mobile engagement” means touching our customers as they move through their daily activities, in a seamless, nonintrusive, and delightful fashion.
Can Serendipity Our surroundings and experiences influence the way we perceive the world: how we think and act, the choices we make, and our general sense of taste.
Elizabeth Houlihan's insight:
Can serendipity be created or controlled to improve consumer touchpoints? The author, Neil Dawson, Chief Strategy Officer at SapientNitro makes his case.
Antonio Sciuto strives to build a customer journey that integrates all touch points for Nestlé Waters' full portfolio of brands.
Elizabeth Houlihan's insight:
Two keys to being a successful CMO are: A. Do not confuse activity with accomplishment and B. Always remember that action pays the bills.
For Nestle Waters CMO, this translates to a learn by doing approach that is similar to what the software development folks call, "agile." It means accelerating the speed to market by getting most of "it" right and optimizing the rest later. The emphasis is on speed, then optimization -- especially in a digital world.
Success is always about Focus, Alignment and Linkage across the organization and within Marketing as well. This HBR-Marketo article collaboration makes the case.
In designing Search Inside Yourself, a popular course at Google, early Google engineer and personal growth pioneer Chade-Meng Tan (Meng) has distilled emotio...
Elizabeth Houlihan's insight:
Marketing challenges grow exponentially everyday. Effective leadership isn’t about just checking off more tasks. It’s defined by how well we use our minds and interact with others. We need flexibility and clear purpose in the face of complexity. We need balance, insight, and the ability to inspire others. Greater complexity outside requires greater clarity inside.
As a CMO, you can act as the strategic glue within the C-suite team. CMOs bring both organization-wide and market-wide perspectives to the table that transcend the knowledge and priorities of other individual groups, be they engineering, finance, or operations. The CMO is in a unique position to provide guidance on consistency, accountability and focus across a business during turbulent times.
To get content containing either thought or leadership enter:
To get content containing both thought and leadership enter:
To get content containing the expression thought leadership enter:
You can enter several keywords and you can refine them whenever you want. Our suggestion engine uses more signals but entering a few keywords here will rapidly give you great content to curate.
Your new post is loading...
Every action that is performed in the digital world leaves behind fragments of the actions taken and traces of data that together present the start of an understanding of your customer’s experience. By gathering those fragments through the myriad of analytical data available today, marketing professionals gain snapshots--moments of understanding of what motivates and satisfies customers. By combining those snapshots, marketers can contextualize the motion of the user, making it possible for the brand to better interact with and serve the user and to anticipate need and desire.