Online Marketing

How The CMO Role Has Changed — And What Marketers Need To Do To Succeed

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In today’s modern climate, the creators of user-generated media and third parties — like bloggers and influencers — have greater influence on a company’s reputation than ever before. This means that the chief marketing officer has no choice but to broaden their role to encompass the latest trends and technologies.

In the past, this role may have required advertising, brand management and market research. But now, marketers must wear many hats&nbsp;in order to win customers.

Consumer Needs? More Like Emotional Engagement

The global consumer base has become much more diverse and complex, especially with the rise of the internet and surfacing technologies altering people’s tastes and behaviors. The way individuals are searching for and buying products has changed. Many consumers ignore push marketing, instead preferring to use the internet to review products and decide which ones they will purchase.

Consider the example of Airbnb, and how much it has progressed over time by focusing on its users. It came from humble beginnings but never gave up and constantly upgraded its marketing goals to address even the most skeptical of clients.

That is why CMOs must focus more on&nbsp;emotional engagement, rather than rational engagement. People crave a story to better connect with your brand. No wonder storytelling has transformed into a strategic business competency.

Furthermore, marketers have to transform the user-product experience into an interactive one, instead of the old-fashioned approach that focused on mere transactions. Why? Because people want to feel important and cared for.

People have also become more vocal and want to be a point of reference for friends, family and other users. Now they can do that by reviewing products on websites or by creating vlogs and YouTube channels where they express their opinions or test the product. There is little room for error in such a demanding context.

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Shutterstock

In today’s modern climate, the creators of user-generated media and third parties — like bloggers and influencers — have greater influence on a company’s reputation than ever before. This means that the chief marketing officer has no choice but to broaden their role to encompass the latest trends and technologies.

In the past, this role may have required advertising, brand management and market research. But now, marketers must wear many hats in order to win customers.

Consumer Needs? More Like Emotional Engagement

The global consumer base has become much more diverse and complex, especially with the rise of the internet and surfacing technologies altering people’s tastes and behaviors. The way individuals are searching for and buying products has changed. Many consumers ignore push marketing, instead preferring to use the internet to review products and decide which ones they will purchase.

Consider the example of Airbnb, and how much it has progressed over time by focusing on its users. It came from humble beginnings but never gave up and constantly upgraded its marketing goals to address even the most skeptical of clients.

That is why CMOs must focus more on emotional engagement, rather than rational engagement. People crave a story to better connect with your brand. No wonder storytelling has transformed into a strategic business competency.

Furthermore, marketers have to transform the user-product experience into an interactive one, instead of the old-fashioned approach that focused on mere transactions. Why? Because people want to feel important and cared for.

People have also become more vocal and want to be a point of reference for friends, family and other users. Now they can do that by reviewing products on websites or by creating vlogs and YouTube channels where they express their opinions or test the product. There is little room for error in such a demanding context.

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