Measurable Customer Relationships

Our weekly CMO Council LinkedIn newsletter provides insights to CMOs on:

o?? The New Currency of Experiential Marketing

o?? Meaningfully Different Brands Show Growth

o?? The Importance of the Marketing-Security Partnership

o?? Growth Mindset Matters in Marketing

The New Currency of Experiential Marketing

First-party data is one of the most valuable metrics for experiential marketing. This is the view of Jonathan Adler, CMO, FGPG, who writes that experiential marketing is undergoing a fundamental transformation. He says experiential marketing is ready to deliver one of the most valuable metrics in modern marketing – first-party data – as the new currency of experiential marketing.” For CMOs wrestling with attribution challenges, especially in sectors with extended purchase cycles, such as the automotive industry, this opt-in information transforms a one-time activation into the foundation of a measurable customer relationship. Adler says the ability to leverage metrics while building meaningful relationships is what will truly define marketing success. Craft a long term experiential marketing strategy

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Meaningfully Different Brands Show Growth

Today’s top brands – and brand marketing teams – are always looking to accelerate growth, whether that means leveraging insights to raise creative work from good to great; finding new ways to show up impactfully along the path to purchase; or pursuing breakthrough innovations that find new spaces beyond the bounds of their pre-existing categories. At a regional Kantar Brandz Most Valuable Brands event, Ivan Moroke, CEO, Insights Division, Kantar South Africa, commented that brands which were continuing to transcend current challenging market conditions, were meeting the needs of customers “with actions and initiatives that mark them out as being Meaningfully Different and relevant to consumers’ lives today.”?The most valuable brands in the world are high in meaning and difference. Brands need to find ways to stand apart for growth

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The Importance of the Marketing-Security Partnership

Did you know that 48% of American workers don’t trust their companies to use their personal data ethically? Bret Sanford-Chung, Managing Director, Marketing Advisory Services, KPMG LLP, said the marketing-security partnership is the foundation of every customer and employee experience, and therefore, the brand. “When a customer invites your product into their home or their life and shares private, personal data with your organization, they do so with the expectation that the data is protected, and they will receive value in exchange. Marketing and security need to be in lockstep to meet those expectations and build brand strength in a market that increasingly scrutinizes the collection, handling, and protection of data.” Read more in our CMO Council report, Marketing and Data Security: The Unlikely Brand Building Partnership

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Growth Mindset Matters in Marketing

With the rapid introduction of industry-impact technologies such as Generative AI, the modern marketing leader can calibrate company strategy to innovate across the organization, ensuring CMOs are recognized as a catalyst to growth. The modern day CMO needs to strategically support all facets of the business and collaboration with the C-suite and drive marketing’s meritorious impact on revenue. The CMO Council’s specialist microsite, the?Growth Guidance Center ?is an online thought leadership destination focused exclusively on exploring the forces and factors that accelerate, enhance, inhibit, disrupt, diversify and sustain growth. CMOs are the “growth catalysts” at the center of the organization

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