Go Big: Embrace Media Fragmentation Like a CMO

A company CMO is expected to drive the marketing strategy for business growth by building their custom advertising and marketing ecosystem to reach the consumers they want with the stories that will resonate with them the most amp160They must consider how the young and diverse 18to34yearold consumer is harder to reach than ever and that all of these linear OTT and digital platforms demand bestinthebusiness advanced advertising capabilities to get the most value for advertisers amp160Doing this creatively and effectively is easier said than doneI recently moderated a Social Media Week New York panel featuring fellow CMOs Donald Buckley from Showtime and Thomas Burkhardt of Marchon Eyewear and we discussed just that challenge amp160Both agree that keeping an eye on the big story or what Buckley calls amp8220the promotional narrativeamp8221 helps chief marketing officers in a variety of ways such as providing a more streamlined process when dealing simultaneously with dozens of brands strategies audiences and platformsIn Buckleyamp8217s case a holistic approach allows him to run campaigns for a variety of programs with different genres audiences and cadences while also maintaining the leading brandamp8217s positioning amp160amp8220The marketing for The Chi which is in its second season now launched last year and itamp8217s quite a different marketing challenge than Billions which we launched almost four years agoamp8221 he notedFor Burkhardt keeping an eye on the main goal helps him navigate 30 brands with different budgets and promotional needs amp160Put it another way big picture thinking helps better align and integrate ecosystems that otherwise would be overwhelmingly difficult to manage amp160amp8220The beauty of working with big consumer brands is that we can integrate with their promotional efforts in an efficient way for consumer reachamp8221 Burkhardt saidMultiplatform marketing becomes less challenging when looked at through a more integrated lens amp160amp8220Creative begins on Instagram and branches out from thereamp8221 he said explaining Marchonamp8217s way to leverage its big consumer brandsamp8217 promotional effortsShowtime has been able to leverage its starsamp8217 social media accounts to advance its marketing goals similar to the concept of influencer marketing amp160amp8220Instagram and Twitter are the favorite platforms of actors and other talentsamp8221 Buckley explained adding that some stars receive social media coaching to obtain better results from their effortsAnother advantage of a more integrated approach is the ability to balance more specific storytelling with the broader promotional narrativeamp160 The elusive 18to34yearold demographic tends to hop between platforms yet continues to expect meaningful and authentic connections with brands on each platform amp160You canamp8217t make one piece of content and be platform agnostic about it you actually have to be committed to storytelling across each platform amp160For example an Instagram story is very very different from a YouTube videoCMOs who solve for fragmentation by thinking big picture also realize that amp8220itamp8217s all about behavior nowamp8221 as Buckley said amp160The idea is to focus on what you want your consumers to do and where they will do it amp160This requires you to constantly keep your marketing organization finely tuned current and willing to innovateFor example the Showtime CMO plans a amp8220knowledge transferamp8221 or the ability to permeate the organization with new skills brought in by temporarily hired external experts that you may need in your marketing organization amp160Both suggest honestly assessing your marketing resources when thinking amp8220big pictureamp8221 amp160From consolidating channels to measuring the impact of inhouse versus external teams resources go a long way when executives are approaching a fragmented landscape with a unified visionBurkhardt shared what is on the mind of every CMO amp8220Thereamp8217s always something else you can do but you need to figure out if itamp8217s the right approach for your brandamp8221 amp160The reality is you canamp8217t do everything amp160But at the end of it all your marketing efforts need to get you to your destinationIn my case I think in terms of revenue and how many consumers I have to reach to ensure that I have the right amount of trial and repeat customers to buy my products and services to reach those revenue targets amp160Thatamp8217s the ultimate big picture amp160So when the others think small the CMO goes bigClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Go Big: Embrace Media Fragmentation Like a CMO

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Paul Kontonis

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Go Big: Embrace Media Fragmentation Like a CMO

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Paul Kontonis

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