Day one of Forrester’s CXNYC2016 conference was overflowing with thought-provoking insight. Here, a Storify with a few standout quips from the day.
The (Girls’) Guide to Marketing Success
There are as many ways to succeed in marketing as there are marketers. But there are also approaches and attributes that increase the likelihood of success. Significantly.
A New Breed of Marketer Breeds a New Breed of Agency
Genetic engineering isn’t just a biotech process. It’s happening in marketing. Some marketing agencies are morphing to also be data or technology providers, consulting firms are mutating to incorporate agency services, and tech vendors are transforming to enhance their services offerings.
Why Be an “Experience” Business? Because Customers Expect It
When brands focus on the experience rather than on the product, customers respond—with their dollars and their loyalty.
“We’re no longer in the business of selling products; we’re in the business of selling experiences,” Brad Rencher boldly asserted during the 2016 Adobe Summit opening day keynote session. “Products are just along for the ride…. This is our new reality.”
The Shape-Shifting CMO
Survival as a chief marketer in 2016 and beyond will depend on being highly adaptable and maintaining a deep understanding of today’s capricious customers.
The CMO of 2016 and beyond is a chameleon. Survival as a chief marketer will depend on being highly adaptable, having the ability to blend with changeable surroundings, and maintaining a deep understanding of today’s capricious customers. If that sounds like a tall order, it is. Still, it’s the reality for the chief marketers of today and tomorrow.
8 Trends Expected to Impact Marketing Spending in 2016
Evolving technologies and strategies—from programmatic to performance marketing—could have marketers poised to shift their budget allocations this year.
Winterberry Group predicts increases in marketing spending on the majority of marketing channels this year. But expect some of that spending to be fluid. Several evolving technologies and strategies—from programmatic and video to performance marketing and campaign management—could have marketers poised to shift their spending as 2016 unfolds.
During his keynote at the Direct Marketing Club of New York’s 2016 Annual Outlook event, Winterberry Group senior managing director Bruce Biegel examined eight trends that the strategic consulting firm predicts could impact marketing spending in 2016. They are:
2016 Will Be a Growth Year in Marketing Spending
Winterberry Group predicts increased spending on nearly all marketing channels.
Where will U.S. marketing spending grow in 2016? The more expedient question, perhaps, is which channels won’t see spending increases in 2016. Winterberry Group predicts increases in marketing spending on the majority of marketing channels—the exceptions: marketing spending on cinema, insert media, and radio will stay flat; magazine and newspaper spending will decline (by 1.9% and 6%, respectively).
“Don’t Just Say You Love Me; Show Me”
Consumers’ affinity for a brand is great. Their purchases, better.
Most marketers focus on one of two things: building demand for their brand or activating the brand.
My Acceptance Speech
I was recently honored with a Silver Apple lifetime achievement award in marketing. Here’s what I had to say.
The Direct Marketing Club of New York hosted its annual Silver Apple Awardslast night. The lifetime achievement award honors those who have contributed greatly to the direct marketing industry over the course of their careers. I was fortunate to be among this year’s honorees.
I’m so ecstatic about receiving the award I want to share the moment with all of you. So, here, my acceptance speech:
Marketers Feel Misunderstood
CMOs and CIOs speak different languages; taking time to translate each other’s priorities goes a long way toward accomplishing them.
CMOs have a relationship problem. They need to win the hearts of their CIOs, but when it comes to communicating, the two are more like cats and dogs than colleagues. In fact, only 9% of marketing leaders surveyed think that IT understands what they do, and just 19% of IT leaders polled feel understood by the marketing leaders they work with—according to the Rackspace study “Marketing and IT:Overcoming a Cats and Dogs History to Create a Seamless Customer Experience.”
Ginger Conlon 