The shifting sands of today's digital marketing landscape keeps every CMO on his or her toes - especially with increased adoption of performance marketing models. As we turn the corner into 2017, marketing heads everywhere are strategizing for the new year. For today's news roundup, we pulled together some recent posts that we found had interesting and informative thoughts from various CMOs around the globe.
Frito-Lay CMO: ‘Innovation is more important than ever’
Frito-Lay CMO Jennifer Saenz said in an interview with Digiday, “For us, innovation in keeping consumers’ attention is more important than ever. It’s really about how we can interact with consumers in new ways and retain them.” Frito-Lay employs a “70-20-10” approach to innovation: 70 percent of its marketing follows traditional methodology like TV, search and email, 20 percent for new, experiential marketing and 10 percent is meant to be unique. “We need to make sure that the business delivers consistent results for Wall Street, but at the same time, we want to make a difference,” said Saenz.
A CMO’s View: For PepsiCo, MarTech is Central to Shaping the Consumer Experience
In an interview with Marketing Land, PepsiCo CMO Seth Kaufman shares how his teams are using martech across the brand's entire product line. The key takeaways:
1. Stay agile: As the old saying goes, the only thing that is constant is change. This means using technology and tools to listen to consumers and transform your products and marketing strategy accordingly.
2. Be authentic: Reach fans by engaging in areas that are already meaningful to them, whether it’s a key moment in time or through a specific platform.
3. Invest in your talent: Your company and brand’s strategy is only as strong as your team, and it must be a diverse team with talents and experiences that match today’s new challenges.
Braving Today’s Disruptive World of Marketing
As reported in a Campaign article, Keith Weed, chief marketing and communications officer with Unilever, revealed that Unilever has its own methods for dealing with the changing landscape. Its strategy involves investing in or acquiring disruptive startups, like the Dollar Shave Club and T2. He also highlighted the need to be bold and experimental, while making sure that everyone in the organisation has the proper tools to succeed in the new normal. His take:
1. Only the adaptable will survive.
2. No industry is immune to disruption.
3. No one can do it alone.
CMO Insights: Engaging with Millennials
Bupa’s Departing CMO John Moore Sees Even Bigger Shifts Ahead as He Takes on New UK Role
Three years after taking the role of building the recently launched Bupa brand in the Australian market, chief marketing officer John Moore believes he has shifted the way consumers perceive insurance from merely paying for health care costs to being a partner in healthy life, as reported by Mumbrella. “Three-and-a-half years ago it was a very different environment, frankly, than it is today,” Moore told Mumbrella. He said the shift had been driven by the experiences customers were getting from disruptors such as Netflix and Spotify. He said that while digital would play a key role in the journey of the brand going forward, the strategy would be customer-led, not digital-led.