6 things every cmo needs to remember in 2013
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6 Things Every CMO Needs To Remember In 2013
Szabó Ákos Country Manager, Thinkdigital Hungary
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1. Strive to master all digital media
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Strive to master all digital media
• Consumers today are “transmedia”
• More connected, more distracted
• Understand our target group’s
behavior
• Usage of different devices
• media channels
• Switching between them
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2. Lead the charge on attribution
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Lead the charge on attribution
• Create a clear attribution model
• Show impact of different channels
on bottom-line sales
• What we consider as a conversion
• Does the last click counts only?
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3. Re-invent lifetime value
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Re-invent lifetime value
• Do we measure customer lifetime value?
• Cumulative purchase history
• Repeated purchases
• Loyalty
• Personal recommendations
• What is the value of Brand advocacy
• How you can measure that
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4. Think and act like a publisher
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Think and act like a publisher
• „Traditional” banner campaigns are over
• Line between Content and Marketing is blurred
• Create content discovered by your audience
• Captures attention, compels people to share it.
• Best practice for starters: Make them laugh, take
their breath away, or save them money
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5. Get your arms around your audience data
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Get your arms around your audience data
• You’re sitting on a gold mine of data
• Brand site, Facebook, Youtube channel,
apps, CRM database
• Understand the behaviour of your
audience and remarket to them
• Use big data oriented analytics tools
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6. Think “serendipity”, not “stalking”
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Think “serendipity”, not “stalking” • Use your goldmine of data wisely
• Discovery of relevant product
should be the ultimate goal
• Don’t just follow and beg to sell
• Target precisely and Segment your
messages through funnel
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