6 things every cmo needs to remember in 2013

6 Things Every CMO Needs To Remember In 2013

Szabó Ákos Country Manager, Thinkdigital Hungary

1. Strive to master all digital media

Strive to master all digital media

• Consumers today are “transmedia”

• More connected, more distracted

• Understand our target group’s

behavior

• Usage of different devices

• media channels

• Switching between them

2. Lead the charge on attribution

Lead the charge on attribution

• Create a clear attribution model

• Show impact of different channels

on bottom-line sales

• What we consider as a conversion

• Does the last click counts only?

3. Re-invent lifetime value

Re-invent lifetime value

• Do we measure customer lifetime value?

• Cumulative purchase history

• Repeated purchases

• Loyalty

• Personal recommendations

• What is the value of Brand advocacy

• How you can measure that

4. Think and act like a publisher

Think and act like a publisher

• „Traditional” banner campaigns are over

• Line between Content and Marketing is blurred

• Create content discovered by your audience

• Captures attention, compels people to share it.

• Best practice for starters: Make them laugh, take

their breath away, or save them money

5. Get your arms around your audience data

Get your arms around your audience data

• You’re sitting on a gold mine of data

• Brand site, Facebook, Youtube channel,

apps, CRM database

• Understand the behaviour of your

audience and remarket to them

• Use big data oriented analytics tools

6. Think “serendipity”, not “stalking”

Think “serendipity”, not “stalking” • Use your goldmine of data wisely

• Discovery of relevant product

should be the ultimate goal

• Don’t just follow and beg to sell

• Target precisely and Segment your

messages through funnel

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