We're paying attention, so you don't have to. Here are a few of the most interesting things happening in the marketing world this week, courtesy of some of the top experts, thought leaders and CMOs in the industry.
Coke is shaking up its marketing unit
Coca-Cola's domestic marketing has been lagging behind its international effort, so the soft drink giant is making some changes, reported AdAge. Star global marketer Wendy Clark will now spearhead North American marketing, while Katie Bayne -- the current president of the North American brand -- will move to the global side.
According to an internal company memo, the new appointments "will accelerate the profitable growth of Coca-Cola through world class marketing -- both in North America and markets around the world."
Effective brand storytelling explained
Whether its paid media, owned media or social networks and blogs, storytelling is absolutely essential to advancing a brand's profile. Ed Abrams, VP of Marketing for IBM, tells us in the video below why it’s critical to connect your story to each step of the customer journey.
The Best for 2013
This is a personal selection of the most relevant campaigns As a marketing professional & blogger, I have watched tons of videos since 2006 and I very carefu...
Go for the gold
Do you want to provide information to your customers that is increasingly useful, relevant and persuasive? Sure you do. But you have to get to know them first. That means forging a better understanding of their data. This webinar by Jay Baer of ConvinceandConvert.com tells us seven ways to find hidden gold in your customer data.
Whither the marketing industry?
1. The future of marketing starts and ends with data, technology, and measurability.
2. Digital marketing is more than a type of spend or channel - it is an organizational frame of mind.
3. Eat, sleep, and love your customer. Repeat.
The latest scoop from the mouths of CMOs
Tag management is a solution that brings together all of the data and creates a unified data layer to allow these disparate systems to talk to each other in an effective, clean and cost-efficient way. That’s why you’re seeing so much interest, so much excitement. Like me, once CMOs and their teams realize what’s possible, there’s no end to them wanting to get tag management into their operations immediately. -- Tracy Hansen, CMO, Tealium.Should a CMO be more analytical or more creative? Tony Palmer, President of Brands and Innovation for Kimberly-Clark weighed in on the subject to Forbes.com:
“We set up these false paradigms intellectually, with science being the enemy of creativity and creativity being the enemy of science. My observation throughout my career on creativity has been that the more structured you are, the more disciplined you are, the more scientific your work is and the more focused you are, the better the creativity you unleash.” -- Tony Palmer, Kimberly-Clark.
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