ORGANIZATIONS LEARN TO BETTER IDENTIFY THE MARKETING PIVOT POINTS

In recent years, the sheer number of marketing channels and options has overwhelmed more than a few CMOs. Factor in the current mélange of tools, technologies, and business requirements, and marketing has begun to resemble nothing less than a three-dimensional chessboard. A pressing issue for CMOs, and one that will garner a good deal of attention in 2013, is learning how to “reintroduce holistic media planning,” Mondelez’s Bough told CMO.com. In order to achieve success, he said, organizations must “move away from the notion of a 360-degree view and instead take a 60-degree view. It’s critical to identify the sharp touch points that actually allow marketers to connect to consumers.”

Jim Lanzalotto, founder and CEO of marketing consulting firm Scanlon Louis, said that marketers must rethink the role of marketing across pipelines and often consolidate thinking and the overall approach in order to “improve the ability of marketing to influence and drive customer intent.”

Source: CMO.com