Let’s start with this editorial from Rance Crain in Advertising Age about CMOs missing the mark with advertising. Mr. Liodice, president of the Association of National Advertisers spells it out pretty point blank. He says the industry is ‘unproductive, unsustainable and undesirable!’
Let’s face it, we’ve covered this topic in past episodes, advertisers are totally disruptive. On every channel and platform, the ads pop up to interrupt our browsing and game playing. (I know because I play games before I sleep every night!) When have you paid attention to these pop-ups and interstitial annoyances? Exactly! Like never.
What’s more, the C-suite feels like they are infighting. CEOs are losing trust in their human assets and wondering whether the CMO is the right fit. The CMO is feeling overwhelmed with all the responsibilities they’re required to learn and manage. Think about it: programmatic, behavioral psychology and neuroscience, public relations, social, digital and inbound marketing, direct, and email marketing.
It’s quite a list.
What’s happening is that strategic insight is going by the wayside and tactical band aids are being placed on campaigns. There are too many specialty disciplines and the ‘chaotic supply chain’ is contributing to the C-suite nightmare.
The CMO Whine Doesn’t Have to Be!
When you think about your own brand and look at the human capital and competency you have on staff, do look at whether your team is able to manage all of the various marketing buckets and even whether you need to address ALL of the buckets.
John Gregory Olson and I do talk around this topic, and we agree, it’s a highly convoluted time to be in marketing. Should you hire a specialist or generalist? Please see the episodes below, and that episode we did happens to be our top-downloaded episode in all of our 102 episodes we’ve published! And, it was done very early on!
You may like:
Specialists vs. Generalists — Episode 21 is our most popular download to date!
The Almighty Consumer Hates You Advertiser is also popular and looks at the disruption by advertising across the social divide.