TheNakedCMO.com is post web2.0 marketing strategies and ROI based marketing
The Naked CMO (TM)
How marketing is failing at delivering business value post web2.0
...driving change: As a CMO and General Manager, I’ve witnessed many peers engage in “marketing communications” rather than a comprehensive marketing approach. Many take refuge in crafting a PR plan (even a social media plan), a branding strategy, or the best media mix. There’s nothing intrinsically wrong with that, but my success over the years has demonstrated that marketing works best when we go back to fundamentals of segmentation and market through the product itself: “the product is the go-to-market plan!” The accountability that online media brings to marketing execution highlights the many shortcomings of our campaigns. Just as products and services are being reinvented post–web 2.0, we need to reinvent marketing and define it better as a “profession” by addressing gaps in organizational design, user experience and loyalty, user-generated content and user-centric control, privacy, digital skills, product planning, spec and design, business models, and measuring results of digital-analog marketing campaigns through product/service success. But to address the problem, we first have to recognize that we have one; the CMO has no clothes—the CMO is naked.
External Links
- Alexa: TheNakedCMO.com
- LJ Salazar: ljsalazar.com
