My occasional curation of recent articles I think CMOs and marketers and all humans (ok, maybe not ALL humans) need to read.
For Marketers In 2022 And Beyond, Mere Innovation Is Not Enough—Make It Radical
“For brands to successfully come out the other side, mere innovation is insufficient: They must undergo radical innovation. The heart of radical innovation is business innovation. To get there, organizations need to empower their marketing teams to transform in a fundamental, business-impacting way. This means not simply recreating previously existing processes as digital but altogether reimagining digital customer experiences.”
Read the full story on Forbes.
It’s a mad, mad, MAdTech world
“The walls between advertising, media and technology have crumbled. Gone are the days when advertising and media and tech experts collaborated on behalf of brands from their separate silos. Today’s audience of consumers has become expert at using technology to curate and craft their own media experience on a minute-to-minute level. They expect brands and content creators and platforms to add personal value to their handmade content streams — wherever and whenever they want to engage.”
Read the full story on MarTech.
Modern marketing dilemmas: Where does performance marketing meet brand building?
ROI remains a popular comparative practice across a business’s different investments (how does a marketing investment fare against a technology one or a product one?) and as a metric, Marketing ROI remains very important for CMOs. Many will openly admit that the lures of performance marketing are bewitching. “Marketers often fall into the last-click attribution trap, which gives too much credit to direct response tactics.” Brent Reinhart, GM, CMO, JPMorgan Chase & Co says, and then adds: “I’ve been guilty of that myself in the past.”
Read the full story on Kantar.com.
The things that should make you excited to be a marketer
“New evidence suggests that calling out the demise of effective marketing was premature, and that we are not in fact rats on a treadmill, expending our efforts for diminishing returns. Marketing is the oxygen that sustains businesses, helping them identifying opportunities for growth and make sense of markets and consumer behaviour.”
Read the full story on Marketing Week.
Who is responsible for protecting work-life balance? It depends who you ask
“Establishing work-life boundaries is neither strictly a matter of corporate policy or personal responsibility, but should be a shared commitment by both employees and employers.”
Read the full story on Fast Company.