Marketing Has Changed

Fresh thinking, candid opinions and digital perspectives

CMOs As Bridge Builders

Posted April 30, 2013

In a study released by Pegasystems and nFusion, many marketing leaders acknowledged their companies are delivering less-than-superior customer experiences that are having a negative impact on their brand performance. One of the major reasons cited for this is the inconsistency of experiences across all touch-points. This inconsistency problem stems from organizational fragmentation — different departments operating independently with different agendas and priorities. Company silos are not a new phenomenon, but in a world where brands are increasingly built (or destroyed)… Read more »

Why CMOs Fail: “It’s Not My Fault”

Posted April 22, 2013

In a survey released by Korn/Ferry, 60% of senior executives blame their organizations for why CMOs failed. The study says, “The CMO is brought in to drive change, but the organization was not aligned behind the change agenda.” Whose fault is that?!? In researching and writing my book, The CMO Manifesto: A 100-Day Action Plan for Marketing Change Agents, it became clear that the first step... Read more »

Who Is Your Chief Customer Experience Officer?

Posted April 15, 2013

About a year ago I had an engaging conversation with the CMO and the CIO of large bank. I was struck by two things during the conversation. The first was that they were aligned on the need for a consistent customer experience across all touch-points, a rare phenomenon between a CMO and a CIO. In fact, Lisa Arthur’s article, Are CIOs from Mars? If So, It’s Time for CMOs to Visit,... Read more »

The #NewSocialCapital: eM13 Recap

Posted April 11, 2013

Yesterday I presented at the eMarketing Association’s eM13 conference in San Francisco. There was a great crowd of marketers seeking the latest insights, trends and tips to bring back to their brands. It was an ideal setting to spark conversation around the New Social Capital and its implications for marketers. The New Social Capital We believe the New Social Capital to be the value derived... Read more »

Turning Likes Into Customers: Parkes Presenting At eM13

Posted April 5, 2013

Social media has evolved dramatically since Facebook first graced Harvard’s campus. Meanwhile, the way in which customers interact with brands, trust in brands and advocate for brands has changed too. On Tuesday, April 9 nFusion’s EVP and Chief Digital Officer Bill Parkes will discuss how to go beyond social media likes and build the New Social Capital at the eMarketing Association’s... Read more »

Identifying Your Team’s Stars and Misfits

Posted March 24, 2013

As a marketing leader, you must carefully assess what skills are needed to get your organization to where it is going. To better evaluate your team members it helps to understand the contributions they have to offer. While efforts to categorize people are inevitably imperfect you are nevertheless challenged to make some important decisions as a leader charged with changing the status quo.... Read more »

Our Tips and Picks for a Successful SXSW

Posted March 8, 2013

If you’re in Austin for SXSW and you want to make the most of it, follow our simple list of tips and must-see spots.

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See Who’s Attending SXSW Interactive

Posted March 7, 2013

The 20th annual SXSW Interactive Festival is kicking off this Friday right here in Austin, Texas. Will you be there? We’re sending out a team of nFusioners that would love to meet you!

Check out our SXSWi team, follow them on Twitter and see their most anticipated sessions. If you want to meet up, feel free to reach out. We’re always in the mood to talk about recruiting and other potential opportunities to partner with nFusion.

 
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Were Sunday’s Top Ads Really Winners?

Posted February 6, 2013

On Super Bowl Sunday every brand is competing for its 30 seconds (or even two minutes) of fame. The odds are stacked against them. Beer drinking, dip eating and Beyonce-in-Illuminati googling prevent impressions, let alone impact. But those that can catch the attention of viewers, and hold their interest after the confetti settles, earn extra brand affinity points. Digital and social... Read more »