‘Uncertain world’ causing average CMO tenure to fall
The average tenure of chief marketing officers in the US has dropped for the first time in a decade, meaning marketers now have to work even harder to prove their worth to the board.
Are CMOs wise to place so much emphasis on social media?
Thomas HobbsAs a new study claims that a majority of CMOs still struggle to prove ROI from social media ad spend, marketers are increasingly learning that placing their focus on social channels does not guarantee success.
Nearly half of CMOs claim social media has a ‘below average’ impact on profitability
Thomas HobbsDespite the rapid increase in social media ad budgets, many senior marketers remain unconvinced by its impact on their firm’s overall performance and are still failing to integrate it into their wider marketing strategies.
How television advertising is inspiring creativity across other media channels
Steve HemsleyAn ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?