Category Archives: Marketing Measurement

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)

 

How Does Your Brand Purpose Stand Up? | Inc.com

Introducing the world’s first empirical study of purpose-based brands with 17,500 responses. 
— Read on www.inc.com/scott-goodson-and-chip-walker/how-does-your-brand-purpose-stand-up.html

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

 

 

Gartner Predicts 2019: In Search of Balance in Marketing – Smarter With Gartner

Balance in marketing calls for CMOs to effectively manage competing demands amidst changes to CX, analytics, Amazon’s expanding influence and more.
— Read on www.gartner.com/smarterwithgartner/gartner-predicts-2019-in-search-of-balance-in-marketing/

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