CMO COUNCIL - Fall 2011 Advisory Board Topics

Three topics relevant to all brand stewards were addressed by the board at last weeks Fall board meeting.

I.  LOCALIZE TO OPTIMIZE SALES CHANNEL EFFECTIVENESS™

    Powering Performance on a Field Marketing Level through Localized Content,     

    Advertising, Promotions, Search Contacts + Cyber Community Connections

The new “Localize to Optimize Sales Channel Effectiveness” study by the CMO Council reveals 86 percent of marketers surveyed worldwide intend to look for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices. Clearly, localized marketing is becoming a critical area of strategic focus and competitive advantage for brands.

II. ASSESSING THE GAINS FROM NEW TOP-LEVEL WEB DOMAINS™

    Review and Analysis of the Competitive Advantages, Costs, Concerns, and   

    Complexities of ICANN’s Transformational Move to Remake Internet Marketing, Search   

    and Navigation With New Internet Extensions for Brands, Generic Words and Geo- 

    Destinations

The CMO Council and its Digital Marketing Performance Institute are in the process of reviewing and analyzing the competitive advantages, costs, concerns, and complexities of ICANN’s transformational move to remake Internet marketing, search and navigation with new Internet extensions for brands, generic words and geo-destinations. The new TLD has far ranging implications from Business and marketing implications and costs, Brand protection threats and hijacking risks, Economics for companies with large brand portfolios, Consumer confusion and vulnerability to cyber subversion and Marketing, IT, legal and financial resource burn to mention a few.

III. ADDING MORE SIZZLE TO SOCIAL MEDIA MARKETING

     Leveraging Consumer-Inspired Content to Drive Brand Compatibility, Conversations,      

     Connections & Commerce

Social media’s greater share of marketing spend is justified by a bevy of new statistics that point to the influence and impact of social media on the consumer. According to research, over 50% of Facebook fans and Twitter followers say they are more likely to buy or recommend a specific brand or product than before they followed or liked that brand. And, customers who engage with a brand via social media believe they have a stronger connection to the brand and often feel better served and embraced. Research also indicates that customers are using social media to problem solve (43 percent), solicit feedback (41%), or are looking for new ways to interact with brand (37 percent). This wide-ranging discussion facilitated by Big Fuel will focus on how companies are defining their Social Brand Identities and taking inventive approaches to engaging segmented, global audiences through the Social Media Mosaic.

For more information and details on these topics check back or visit www.cmocouncil.org for white papers on each topic.