The More Things Change, The More They Stay the Same

Unilever global CMO Keith Weed talks with Marketing Week about humanising digital marketing, experimentation and the technologies that are exciting him. What I find most interesting about this interview is Keith’s wise advice for CMO’s about where and how to spend their time (and money).  A couple of comments in particular point out the importance of a CMO focusing on the important, “traditional” strategies that haven’t changed over the years:

Just because you can do everything, doesn’t mean you should.” [i.e., The best CMOs focus on the most important opportunities for their organization]

The first thing I’d say [about experimentation] is fish where the fish are.” [i.e., Maintain a laser focus on your customers - how to reach them, how to engage them and how to meet their needs.]

Another key point by Keith is the importance of mobile and its impact on our future marketing strategies:

 It will have as big an impact on marketers as the internet had.”

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Posted in CMO Guidance

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