liz miller

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.

Do the little guys have a digital marketing advantage?

tortoise hare

Brian Fetherstonhaugh, chairman and CEO OgilvyOne Worldwide is a guy who talks to a lot of CMOs. And insofar as digital marketing is concerned, he’s not impressed with their either their knowledge or skill-set.

“Marketers lag behind consumers in digital adoption,” he told an audience at Search Engine Strategies, speaking at a session devoted to selling search to the C-suite. “Your average 12 year-old has a better-integrated performance dashboard than a CMO,”  he pointed out, illustrating his point with a World of Warcraft screenshot.