In this issue:
- In Our Opinion: Women Leading Marketing Innovation
- New Career Opportunities:
- Global CMO
- CMO – Growth Markets
- CMO – Start-up Mobile Advertising/M-Commerce
- Managing Director, Social Media
- Blog Roundup:
- Blog – AdWeek NYC 2013 — “Winning The Talent Wars”
- Articles:
- “PPC Campaign Ratings and ROI – How Best to Incorporate Them Into Your Models” by Scott Ellis, VP Client Solutions, Adworthy
- “Women in Innovation: The Labor Day Triumph of Diana Nyad” — Sept. 7, 2013 — by David Dallaire, Founder/Principal – Fennec Consulting
- “PPC Campaign Ratings and ROI – How Best to Incorporate Them Into Your Models” by Scott Ellis, VP Client Solutions, Adworthy
In Our Opinion by Jeff Gundersen & Lola White
Women Leading Marketing Innovation
Having spent this entire past week at Advertising Week 2013 in NYC, meeting with various terrific women CMOs and women CEOs of agencies and media companies, we thought it timely to dedicate this month’s ezine intro to “Women Leading Innovation.” In addition, we were inspired by the recent article written by David Dallaire (long time client and friend) on the same topic, which we have included for your reading pleasure, as well .
We continue to view the dramatic and rapid shift of Marketing, Advertising & Media to a mobile and digital world, with many opportunities for new content and on demand consumption, representing an exciting new landscape being led by many women innovators.
The New CMO Profile
The mega-trends we are seeing include continued strategic hiring, and targeted acquisitions, in the areas of Data Analytics, Digital Marketing, Social Media, and Mobile Marketing. CMO hiring has also picked up with almost one-third of the top 20 CMOs moving to new career opportunities. Interestingly, the target profile for new age CMOs has shifted from a previous concentration on Branding & Communications to the current focus on Analytics, Digital/Mobile, Technology, and Global marketing experience.
As an example, look at Liza Landsman, recently hired as the new CMO at E*Trade. Liza was Managing Director, Global Digital at Black Rock and previously EVP, Consumer Internet and Mobile at Citibank where she led online banking, e-commerce, and digital marketing. Liza was recruited by Citibank out of IBM, so she has a solid technology core prior to entering the financial services sector. Liza was not a CMO previous to being hired by E*Trade and she replaced a traditional brand/CPG marketer in Nick Utton who left E*Trade after a 9 year run.
The Next Generation of Marketing Innovators
Women CMOs (such as Liza) are leading the next generation of marketing innovation…and we can point to several other women CMOs (Helena Foulkes – CVS, Frances Allen – Denny’s, Trish Mueller – Home Depot, Beth Hirschhorn – MetLife, Martine Reardon – Macy’s, Michelle Crecca – Webster Financial) who are transforming their company’s marketing operations and shifting priorities to lead with various forms of online branding, customer engagement, social media (listening), e-commerce, and geo-targeted mobile marketing campaigns. The new definition of marketing is one-to-one personalized communications with relevant (permission-based) offers and information when customers and prospects are shopping or in geographic proximity to the brand’s retail location. Convenience and immediacy are also key drivers…as consumers are also balancing busy work and family lives…and the younger millennial generation wants everything now…without delays or an inordinate wait time.
With Advertising Week 2013 just completed (Sept. 23-27), Advertising Women of New York (AWNY) once again held several meetings and events to support their “women mentoring women” initiatives. Women seeking to get ahead and learn how to proactively manage their personal careers formed a line which went outside the building and half-way up 41st Street outside the Times Center on Tuesday waiting to get into Sheryl Sandberg’s “Lean In” session moderated by Joanna Coles, Editor-In-Chief at Cosmopolitan. Women were anxious to join the discussion on how women can overcome gender biases and can work together to create a more equal playing field at the C-suite level. Whether you agree or not with Sandberg’s message, here are a few highlights from which to ponder:
- Excuses and justifications won’t get women anywhere;
- Believe in yourself, give it your all, and don’t doubt you can have it all (career and family);
- Be more ambitious, what would you do if you weren’t afraid (to fail)?
- Only one criteria mattered in picking a job…fast growth;
- Ask yourself constantly, how could I do better? – what don’t I know? – what don’t I see?;
- Done is better than perfect.
We connected Sandberg’s session with another insightful Case Study on women’s self-esteem – Dove’s Real Beauty Sketches Campaign which has received 163 million views on YouTube (#1 Cannes YouTube campaign). Watch the YouTube video (http://www.youtube.com/watch?v=r79Q6gAQhao) and it will confirm 95% of women globally do not feel they are beautiful and “Sketches” show the differences and how much real beauty others see in women (that they don’t see in themselves). So this is an opportunity area for women to develop as they continue to gain ground at C-levels and in the Boardroom.
Who are the women innovators you most admire for leading the current marketing and technology transformation and what is it about them that makes them so admirable to you?
As always, your thoughts and input are greatly appreciated! Contact us.
Career Opportunities
Global CMO
CMO – Growth Markets
CMO – Mobile Advertising/M-Commerce Start-up
Managing Director, Social Media
Blog Roundup: Did you catch our recent posts on our blog?
BLOG: AdWeek NYC 2013 — “Winning The Talent Wars”
Talent is the single most important factor in guaranteeing sustained business success. Marketing is changing rapidly and becoming more technology- and analytics-based, in addition to creativity.
This is such an important topic, AdWeek NYC 2013 devoted two entire panels to the topic of winning the talent wars starting with the CEO. Here are some thoughts offered by David Kenny (CEO, Weather Channel), Michael Leedy (CMO, American Eagle Outfitters), Andrew Bennett (Global President, Havas WW), James Citrin (Spencer Stuart), and Sheila Marcelo (CEO – Care.com): …Read more
Articles
PPC Campaign Ratings and ROI – How Best to Incorporate Them Into Your Models
by Scott Ellis, VP Client Solutions – Adworthy
When lookin
g to answer the question of how much, where and when do we spend online, it makes sense to start with channels with readily available metrics you can measure for primary attribution. Whether you are trying to establish an efficiency rating for your campaigns or calculating contribution margin from an online channel, search, because it is the most purpose-driven audience is often the bellwether for most of online spend. So which is more important in determining the budget allocation to paid search, a third party review and rating or internal ROI budgetary success? …Read complete article
Women in Innovation: The Labor Day Triumph of Diana Nyad — Sept. 7, 2013
by David Dallaire, Founder/Principal – Fennec Consulting
Taking Inspiration From Those Who Already Made It Happen
The amazing achievement of Diana Nyad this week is a great reminder during our Labor Day holiday last week that inspiration comes from many places. Completing the 110 mile swim (110 miles!?!) on her fifth and final try, she is both an inspiration and model for persistence for men and women alike (see the full story of her finish here). …Read complete article.
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