Chris Connell points to Coca-Cola’s recent decision to dispense with the role of chief marketing officer, the CMO for god’s sake, as a sign of just how rapidly the role of marketing is evolving.
Speaking at the ADMA TechMix day yesterday, Connell also drew on a Forrester study released late last year, which suggests some 30 per cent of all CMOs will get shown the door this year. Marketing is a new discipline and company’s are not afraid to swap out key personnel if they’re not getting the desired results.
Comparing the current climate to the eye of the storm, Connell said marketers were currently copping it from all angles. He said marketers were not data natives, that there’s currently more than 7000 martech/adtech solution providers on the market. There’s unrelenting complexity, not least of which is the empowered customer who wants the Amazon or Uber experience every time.
“There’s no real clear pathway forward,” he said.
However if you work in marketing, before you put your house up for sale, all is not lost, Connell argues, suggesting, marketing as well as being in the eye of the storm is at a Morpheus moment.
“While there’s never been a more demanding time to be in marketing, change brings opportunity and there’s never been a more rewarding time to be in marketing,” he said, admittign he was pivoting towards the positive.
He said marketers needed to see how deep the rabbit hole goes and wake up the new reality.
“Get out of send mode and get into receive mode. Stop trying to interrupt the customer and start trying to engage with them …we need to stop the monologues. We won’t survive with yesterday’s answers . . . ,” he said.
Connell suggested marketers needed to adopt a more chaos theory and stop trying to do things like customer journey mapping.
“Inside the echo chamber of some meeting room with a product manager somewhere, you think that makes sense. You need to stop trying to control the customer journey and try to enable it.”
Connell also warned marketers to stop trying to engage the boardroom with marketing metrics, arguing they C-suite doesn’t care what your metrics are, they care about earnings per share. Chief risk officers have their eyes on marketing budgets and they’re not happy, he added.
“Make friends with the CFOs and learn their equation to calculate earnings per share and work backwards from their. Engine room metrics need to stay in the engine room,” he said.
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]