Digital Lifescapes

The role of a typical Chief Marketing Officer (CMO) at a technology, media or telecommunications company is very challenging -- especially if they're skilled in the practices from the bygone era of legacy mass-media marketing. Many struggle to adapt to the needs of today's forward-thinking interactive online marketing environment. According to the latest global CMO survey by Heidrick & Struggles and Forrester Research , CMOs need to contribute to substantive business strategy, but many need to raise their marketing technology IQ first -- so that they can become more credible as leaders in their organization, and clearly demonstrate that they're not obsolete. Based on a survey of nearly 200 global marketing leaders, the market study attempted to measure CMOs' influence within their organization, their business objectives, and their skills and competencies necessary to survive in a rapidly changing realm of digital marketing. Unskilled in Meaningful Business Str...

The global Technology, Media and Telecommunications ( TMT ) marketplace was very eventful during the past year. The vast majority of TMT sector product and service marketers have experienced both great challenges and unprecedented new opportunities in 2011. That being said, I've selected a few stories from the Digital Lifescapes archive that I believe are noteworthy, from a marketing practices point of view -- both in retrospect and a forward-looking perspective. Spending on Under-Performing Ads is Still Foolish The media-buyer mentality is still pervasive with most marketers. Given what we know about the typical ROI results from advertising, when compared to quality editorial content publication, why do marketers spend their budgets on under-performing ads? It's easier to buy advertising placements than create meaningful new content that appeals to your customers and prospects. More >> Legacy Marketers Provide a Windfall for Facebook Transmedia Storytelling Cr...

Many companies in technology-centric industries like to believe that they employ lots of thought leaders, when in fact they don't. Why are they mistaken? They confuse product subject matter expertise (SME) with real thought-leadership. It's not the same. Moreover, informed people understand the key differences. What is Respected Industry Thought Leadership? According to Craig Bading , who wrote a book on the subject, "Thought Leadership is establishing a relationship with and delivering something of value to your stakeholders and customers that aligns with your brand/company value. In the process you go well beyond merely selling a product or service and establish your brand/company as the expert in that field and differentiate yourself from your competitors." Are you still confused -- does your company employ recognized thought leaders? Let's consider some of the common characteristics of corporate SMEs who are likely NOT industry thought leaders: You a...

eMarketer reports that according to the results of a recent market study of business-to-business (B2B) marketers, traditional online tactics are still important. Just over half of B2B marketers surveyed told BtoB Magazine their budgets would go up this year, but by less than 15 percent. The primary marketing goal was customer acquisition (69%), with the greatest number of respondents expected spending increases for online (78%). In contrast, 44 percent of the survey respondents said they would be spending more on events and 36 percent said more on direct mail. Online, B2B marketers were most likely to report planned increases in spending on their websites and email programs, followed by social media. These results differed from those of a survey by RSW/US. Among that group, 65 percent planned to spend more on social media, followed by 47 percent on email. Overall, more than two-thirds of B2B marketers already used social media marketing, where the main focus of marketing ...