Sales Over Night, Brand Over Time
CMO Confidential
The Marketing Podcast for those looking to navigate the ever-changing waters of marketing the C-Suite and the board room
CMO Confidential Newsletter: Week of Sept 30th
Top 5 Insights from Seth Matlins on CMO Confidential
In this week’s episode of CMO Confidential, host Mike Linton sits down with Seth Matlins, Managing Director of the Forbes CMO Network, to discuss the rapidly evolving world of marketing. Here are the top five takeaways:
Chaos is Still the New Normal
Seth emphasizes that chaos is no longer a temporary state but an ongoing reality in the marketing world. From the rapid emergence of AI and retail networks to the slow decline of more traditional tools like television and CRM, marketers are faced with constant upheaval. Despite this, Seth advises focusing on the timeless aspects of human behavior. "As much as chaos has become the status quo...the fact remains that there are enduring, universal human truths that do not change." In a chaotic landscape, it's these truths that provide marketers with a stable foundation.
The Role of Emotional Engagement - It's Never Been Easier to Be Ignored
In an environment where the attention economy reigns supreme, Seth highlights the dangerous “cost of dull,” noting that nearly half of advertisements fail to evoke any emotional response. "48% of TVCs elicit no emotional response whatsoever...you've got to do something to be unignorable." Without emotional engagement, brands not only risk being ignored, but they also waste significant resources. Brands must create compelling, emotionally resonant content that cuts through the noise if they hope to capture the attention of today’s distracted audiences.
The Media & Much of The C-Suite Don’t Understand Marketing, But Often Think They Do
Seth critiques the ongoing misrepresentation of CMOs, not just in the media but also within the highest levels of companies. Many CEOs and CFOs, having been marketed to, believe they understand marketing, but they often fail to grasp its strategic and financial importance. "The CMO’s job is the hardest job in business today...not the least of which is the internal C-suite...who do not understand marketing but think they might because they’ve been marketed to." This lack of understanding can lead to underappreciation and underutilization of marketing's true value as a growth driver within businesses.
The Influence of Negative Sentiment
While many brands focus on generating positive feedback, Seth points out that negative sentiment can be just as powerful in shaping a brand’s trajectory. "Sometimes negative sentiment can be wildly influential for the broader community at large." In today’s hyper-connected digital world, a single misstep can have dramatic consequences for a brand’s reputation. As such, brands must not only monitor positive sentiment but also understand how negative reactions can influence public perception, offering both risks and opportunities for course correction. Seth Matlins used the example of Kid Rock's reaction to Bud Light as an instance where negative sentiment had a significant impact on a brand. This incident showed how negative responses from influential figures or communities can shape public perception and have real consequences for the brand’s image.
Retail Networks as an Opportunity
Retail media networks may not be revolutionary, but they provide brands with a targeted, data-driven way to reach consumers closer to the point of purchase. Seth explains, "It’s just media...but presumably closer to capturing intent...with better first-party data." These networks represent a significant opportunity for brands to leverage precise consumer insights and intent data, enabling them to create more tailored and impactful marketing campaigns. As traditional media effectiveness declines, retail networks offer an evolving pathway for brands to engage customers more effectively.
WHAT YOU SHOULD READ OVER THE WEEKEND:
Babs Rangaiah Ups Your Game: CMO Coaches
The G.O.A.T On Team Leadership
Private Equity Finds It’s Way To The NFL
Next On the Show
Scott Griffiths - CFO, The Affiliati Network
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