Category: Marketing innovation

4 smart content investment strategies for long term success

CMOs continue to express their frustration and discontent with content strategies. In this post, we offer 4 suggestions to optimize your content investment. It is designed to ensure long-term growth and brand repute.

High performing marketing leaders don’t rely on the school calendar to guide their learning experiences. They look for fresh ideas and perspectives throughout the year. Here are four of our innovation teachers from CLIC ‘18. They will provide high-impact insights that will fuel marketing innovation.

We spend much of our work hours (and some great meals) with senior marketing leaders. One thing is certain and constant: we collectively strive to improve our craft, and to overcome the isolation that often comes with our chosen career.

That’s why we conduct this CMO Innovation Trends survey each year. We want to see what has changed. What technologies are your peers pursuing? Who are their key allies? What marketing innovation roadblocks are holding them back?…

As we witness some seismic shifts in the current marketing and agency landscape, I’m concerned about how CMOs are fostering commoditization. 

The Wall Street Journal recently published a special insert which analyzed digital advertising trends. They also shared key findings from the Cannes Lions International Festival of Creativity. The articles punctuated the tenuous relationship between CMOs and outside services firms. Here are four observations worth considering: …

The field is crowded. Big consulting firms now occupy traditional agency turf.

It’s Independence Day in the United States…although I prefer the term “Interdependence Day.” We cannot thrive without creating unique development opportunities, and collaborating with like-minded leaders and creatives.

When I spend time with leadership luminaries and marketing trendsetters, it’s electrifying. You may be preparing for your own “electrifying experiences” this week…fun food, friends, and fireworks. We are too—except the fireworks will be continuing into the fall months for our community.

If you are experiencing isolation as a marketing leader, or love to learn from some of the world’s top business luminaries, then join us for some of these exciting fall events….

I recently helped a major media company kick-start innovation within their marketing organization. This summarizes our engagement, and may trigger ideas on how we might help you achieve similar results. (For competitive reasons, we are unable to share the name of the organization.)

For decades, this media company cultivated strong print readership with its marketing strategies. But as consumer preferences shifted to mobile and digital platforms, they needed new, multi-channel digital marketing approaches, and a more consistent focus on innovation….

How does a small LED display manufacturer compete and win against likes of LG and Samsung? By making marketing innovation and an intense focus on the customer their number one priority.

In my experience advising CMOs, I listen for whether they have a growth mindset or an output mindset. If they are focused on looking busy and launching loads of programs, their tenure will be short—or they will stay squarely in the “marcom and programs” role. The first people who notice their output behavior will be the CEO and the board of directors.

We’re pleased to invite you to our 4th annual  CMOs Leading Innovation Conference (CLIC ’18), October 3-4 in Atlanta, GA.  CLIC ’18 Early Bird rates now available (a $250 savings) through June 15, 2018.

This year’s conference theme is “Innovation Meets Experience.” And you will experience marketing innovation first-hand—by participating in actual field trips to meet some cool Atlanta organizations. 

One of the biggest obstacles to marketing innovation and relevancy sits between our ears. I call it “legacy thinking.” My clients constantly complain that their teams over-identify with old projects and programs. They feel threatened when those programs need to be scrutinized or eliminated altogether. That “legacy thinking” overshadows any chance of a marketing innovation breakthrough.

We advise CMOs and CEOs on accelerating marketing innovation and growth, and I’m excited when clients can overcome this obstacle.

Their journey is similar to the disruption other industries are facing….