Can CMOs Adapt to Digital Era?

Shopper Tech Update October 24, 2011 - Volume 2, Issue 20

In This Issue

RESEARCH: How DIgital Era Is Transforming Agenda of Chief Marketing Officers

LOYALTY MARKETING: Five Mistakes to Avoid When Analyzing Loyalty Card Data

MARKET WATCH: Catalina Expands to C-Stores

STI Social Media Groups

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Research

How Digital Era Is Transforming Agenda of

Chief Marketing Officers

Most chief marketers admit they are not sufficiently plugged into real-time social conversations about their brands. They are struggling to provide the return on marketing investments

These chief marketing officers (CMOs) recognize that a critical and permanent shift is occurring in the way they engage with their customers, but they question whether their marketing organizations are prepared to manage the change.

Those were the key results of a new IBM study of more than 1,700 CMOs from 64 countries and 19 industries.

The research found that the measures used to evaluate marketing are changing. Nearly two of three CMOs think return on marketing investment will be the primary measure of the marketing function's effectiveness by 2015. But even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers...

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Loyalty Marketing

Five Mistakes to Avoid When Analyzing Loyalty Card Data

Loyalty programs can provide big payoffs, but they need to be planned, executed and evaluated professionally. Most importantly, the data gathered from these card-based programs need to be analyzed correctly.

Michael Schiff, managing partner, Partners in Loyalty Marketing in Chicago, lists five common and potentially harmful mistakes when analyzing loyalty program data. They can be grouped into two types: data errors and goal-related miscues.

"In talking to retailers and manufacturers, most of the mistakes to avoid can be overcome if you put as much time into planning for the evaluation as you do into planning for the execution," he advises...

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Market Watch

Catalina Expands to C-Stores

Online Ads Lift In-Store Brand Sales

Mobile Retail Websites Shine

Campbell's Expands eLabels Program

'My Local Walmart' Now on Facebook

Price Chopper Ramps Up Digital Marketing

Rewards Kick in at Giant Eagle

Adaptability Is Key for Social Media Success

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