Let's examine some changes and opportunities facing today's CMO
- Diminished response on traditional marketing channels and a complete bombardment of marketing messages through these channels.
- New marketing automation technologies and innovative content marketing approaches are more easily available to CMOs to drive experiment and measure results.
- The dispersion of consumers' attention from a handful of media channels to multiple devices and context aware mobile applications
The Data Driven Marketing Organization
Today with many media channels, many approaches to develop contextually relevant marketing messages, and many technologies to consider, the best and most successful marketing groups are fleeing "big bang" marketing campaigns with broad messages reaching many prospects, to implementing smaller targeted tests to learn what works reaching strategic segments of customers.
Hopefully you can see the importance of this critical shift and its implications:
|New capabilities, technologies, and media outlets driving the Data Driven Marketing Organization|
Add this all up, and you'll see why marketers to be successful today need to be data driven, have talent in data science, and have a partnership with technologists and the CIO. Marketing, more than ever before has become science with experiments yielding results, that should translate to smarter/better experiments.