CMO Council

Why events are the last bastion of integrated marketing

We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.

The swag, a brochure, your business card, your hot intern’s telephone number, which was it?

This not-knowing is weird, says Liz Miller, overseer of daily operations at the CMO Council (CMOC), a global affinity network of top brand marketers. “Since when did a marketer get shy?” she asked recently.

Consumers want ‘free stuff’ from social, marketers think they ‘want to be heard’

A study from the Chief Marketing Officer (CMO) Council and social technology business Lithium reveals a disconnect between what senior marketers think consumers want from social media, and the reality.

According to the 1,300-plus consumers surveyed online globally, there was found to be an expectation that a brand follow, like, post or preference in a social media environment would enable a person to; be eligible for exclusive offers (67%), have the opportunity to interact with other customers who share the same experiences (60%) and gain access to games or contests (65 %).

When the same question was asked to over 120 CMOs, the results were very different.