Day 1 at SES San Jose included an introduction to a series of sessions focused on addressing the current issues facing Chief Marketing Officers. The session provided a strategic view of how marketing is constantly evolving and defined the critical role that search must play. Brian Fetherstonhaugh, chairman and CEO of OgilvyOne Worldwide, presented a unique viewpoint on how brands are built, why the “four Ps” are no longer valid, how corporate cultures are created, and what is happening as the world goes digital.
Do you remember the Four P’s of marketing -> Product, Place, Price, Promotion?
While still relevant, marketing executives should consider new rules of engagement.
The Four E’s -> Experience, Everyplace, Exchange, and Evangelism.
As Brian noted, the most significant shift in thinking is the idea of using evangelism to drive marketing success. As Brian stated, “the opportunity is to create an idea that people will willingly sign up for and share.”
How do CMO’s enable these ideas and is search engine marketing on the agenda?
Yes, search is being seriously considered across all industries, but represents only a small percentage of the CMO’s focus.
What’s on the CMO’s mind?
1. Marketing ROI
2. Job Security – (average term of today’s CMO is 2 years (could occupy 15% of CMO’s time)
3. Marketing organization –helping the team succeed, career advancement
4. Global & matrix – considerations and communication in a global economoy
5. Marketing communications – online and digital marketing may represent 15-20% of the overall strategy
The next session in this track, The view from the CMO’s office, focuses on the day-by-day challenges of the CMO from two viewpoints: the traditional CMO and the CMO who has made the move to digital.
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