Category Archives: International Marketing

8 Top Findings in Gartner CMO Spend Survey 2020-2021

Gartner-LogoDespite budget limitations, CMOs expect to fuel growth by marketing to existing customers and boosting brand strength.

Marketers snapped into survival mode after the COVID-19 pandemic broke out. They launched crisis-related communications to customers, canceled or delayed campaign launches, reduced contractor head count and halted long-term projects. Five months on, however, their actions are more deliberate and strategic, with an eye to business recovery.

“An important part of the plan for recovery is understanding the environment and building plans aligned to the new economic, social and business realities that emerge over the next 18 to 24 months,” says Ewan McIntyre, VP Analyst, Gartner.

cmo viewIn their responses to the annual Gartner CMO Spend Survey 2020-2021 — which polled 432 respondents in North America, France, Germany and the U.K. between March and May 2020 — marketing leaders reveal optimism tempered with prudence. Eight key findings of the survey offer insights into their budgets, strategies and growth priorities at a time of great upheaval.

  1. Midyear budget cuts loom as a direct result of COVID-19
  2. Marketing leaders expect a return to business as usual in the next 18-24 months
  3. CMOs are at odds with C-suite colleagues over economic recovery
  4. Most CMOs have a lower tolerance for risk than other leaders in 2020
  5. Existing customers drive recovery strategies
  6. Brand strategy is the most vital strategic capability
  7. Marketing technology withstands budget cuts
  8. Digital channel budgets are expected to increase in 2021

Click Here to See the Details for Each (Gartner.com)

 

Marketing Strategy for Today

Steve Jobs Think Different IMG_3323 x600If you’re not using #video in your #MarketingStrategy today, you are lost in the maze of #EveryoneElse.

Nobody will notice you. To win you must #StandOut!

Here at RMichaelBrown.com we are forever amazed how many organizations aren’t using video as the leading media type in their content marketing strategy – on their website, social media, and as part of their email marketing and PR plan.

“It’s a very complicated and noisy world.  We’re not going to get a chance to get anyone to remember us,” said Steve Jobs, CEO of Apple. “No company is if they don’t show their core values.” The best way to SHOW it is with video.

#SteveJobs #ThinkDifferent / Crazy ones speech (with real subtitles) – YouTube #multimedia

Steve Jobs narrates first Think Different Apple Ad above. More true today.

Doing things that everyone else does anchors you in the middle of the pack.  Don’t believe me?  Watch the first Steve Jobs video above.

#Emotion is what drives attention. There simply is no other way to show #passion. Words on the screen take too long to read and aren’t driven by the most compelling part of video – music and the spoken word.

To learn more, contact Mike at Mike@RMichaelBrown.com

 

 

The Content Creative Process that Delivers a Larger Audience

By: R. Michael Brown

Medici Gardens in Florence, Italy

Medici Gardens in Florence, Italy

Most 8 year-olds learn how to write, draw, and paint by grabbing a piece of blank paper and just get started. Not me.

I grew up in Italy and in 3rd grade I found out how Michelangelo and Leonardo da Vinci started a creative project. They learned it in the Medici family gardens in Florence where they were apprentices.

The rich Renaissance family set up the garden as a teaching studio.

Student artists were assigned to master artists and the apprentices leaned their craft by copying the work of their mentors. The masters taught them to immerse themselves in a subject to learn everything about it. They studied not only the form but the history, stories, everything they could find out about a subject they were going to produce.

I call this “immersion therapy.”

Medici family home Florence, Italy

Medici family home in Florence, Italy where art apprentices learned their craft.

The combination of immersion and copying the styles of the masters helped the apprentice learn the techniques of discovery, learning, materials, tools, and technical craft to paint, sculpt, and more. It helped them learn how to feel a subject and see it deeper from many angles.

The young artists found out how to visualize a story in their work.

Michelangelo The Last Judgment

Michelangelo “The Last Judgement” Sistine Chapel in Vatican City

Apprentices did this until they were competent enough to create their own style. They continued immersion therapy on each project but no longer needed to copy. They created from the knowledge and feelings they had about the subject and could tell stories with a painting or statue.

Leonardo da Vinci invention drawingLeonardo da Vinci took it to extremes and it inspired him into engineering, architecture, and invention – well beyond art.

Leonardo da Vinci 2 Wheel Paddleboat

Leonardo da Vinci 2-Wheeled Paddleboat

This model for learning and the creative process has been the most effective method I’ve seen or used for producing content – writing, illustration, painting, sculpture, video, film, and photography. Most of the best producers of content use this process to learn and continue it throughout their careers.

I use it every day.

The process helps especially in producing in-depth content marketing material like feature stories.  It inspires ideas for creative non-fiction, not just straight, grind it out, news or marketing copy.

The Galapogos: Connect & Conserve. R. Michael Brown, Writer & Producer. Picked up by Discovery Channel International.

Galapagos Composite w=800

My story in the Galapagos Islands is a modern day example of “immersion therapy” to produce the story.  My cameraman Abdiel Vivancos, audio Frankie Linero, and I were there for 2 weeks getting aerials, chartering boats, hiking mountains.  But I studied the islands and project for 3 months in pre-production, plus worked with Equador government agencies, before going.  The islands don’t have electric power…. interesting logistics to charge camera batteries.  The segment was picked up by Discovery Network International.

When used effectively, I’ve found that producing content using immersion therapy makes a more emotional connection with viewers, attracts a larger audience, encourages more engagement, and works to draw customers to a story and brand.

Immersion therapy isn’t easy to master, and takes time and effort, but the benefits of richer and more insightful stories will payoff in a stronger brand connection with the audiences you want to reach.

10 Smart Hotel Marketing Strategies to Increase Bookings | WordStream

The biggest challenge in hotel marketing is competition. How do you stand out from the sea of other hotels, not to mention options like Airbnb? We’ve got you covered with ten simple and effective hotel marketing and advertising strategies.
— Read on www.wordstream.com/blog/ws/2018/09/07/hotel-marketing

Courting an Amazing New Client

Wild Florida Orchid 0001Looking forward to a major announcement in a few weeks concerning a new client.

The work involves launching them as a new multimedia broadcaster and publisher, and positioning them as the authority in their field.

The photo is a hint.

I’m so excited about the topic, the folks I’ll be working with, and the future success they will have – I’m ready to explode!

Stay tuned….

 

R. Michael Brown Interview on Brand Journalism and More…

R.MichaelBrown Interview w=275R. Michael Brown interviewed by Dennis Washington of Cross Digital on Brand Journalism, Native Advertising, how to set up an online newsroom, and more.

 

 

Subjects Covered:

  • Brand Journalism
  • Content Marketing
  • International Marketing
  • Marketing Measurement
  • Public Relations
  • Social Media

Click the Video Below to See the Interview [32 min.]