QUAN IM V MARKETING 2013 CA 15 CMO TON CU Lng nghe quan im ca 15 CMO c ci nhn a chiu hn v xu hng Marketing trong nm 2013.

. Mt na ngn sch dnh cho qung co b ph phm. Vn l ti khng bit l na no 1902, John Wanamaker cha ca qung co hin i. Cu ni trn vn cn ph hp cho ti ngy ny. V theo 2012 State of Marketing report ca Chief Marketing Officer Council (hi ng CMO), 27% ni rng TV l knh c nh hng mnh nht, 44% ni cng c tm kim l hiu qu. Bn bo co cng ni cc nh iu hnh rt ch ti cng c tm kim v social meida nhng khng hi lng vi kt qu chng em li. Khong 50% ni rng chin lc online marketing s l mt thch thc ln trong nm ti. H cn ni nhng g na? Liu c ng quan im vi John Wanamaker khng? Di y l iu 15 CMO ni v digital marketing trong 2013: 1. Thut ton m my, big data v cng c dashboard s kt hp li cung cp cho marketer ci nhn ton din hn v cc im tip xc vi khch hng (consumer touch point) Lisa Archambault, Manager, Display Marketing, Zappos Development, Inc. 2. Ngy cng nhiu cng ty s bt tay vo vic tch hp cc nn tng online vo tri nghim ton din ca ngi dng. . Mike Ashton, Managing Director ABCG. 3. B2B s thnh xu hng ca nm 2013 bi v ngi bn cho doanh nghip nhn ra c mt c hi ln phn ng ph hp vi s nhy cm ca cu tiu dng (ng thi s dng c mt s chin lc t th gii B2C). Sean Cook, CEO, Shop Visible. 4. Rt t doanh nghip bit s dng sc mnh ca video. Video em n s quay tr li ca khch hng nhiu hn, v to ra s nhc nh nhiu hn gp 5 ln so vi qung co in (theo TubeMogul) Stacey Coopes, CEO, Ford Direct. 5. Ti ngh chng ta s thy s lin kt cht hn gia sales v h thng marketing, iu s to ra s tp trung tt hn vo tri nim c c nhn ha cho c inbound v outbound marketing. Eduardo Conrado, Chief Marketing Officer, Motorala. 6. Nh c digital marketing, marketer s c rt rt nhiu d liu v hnh vi trn mng. D liu v conversion (chuyn i) s c ghi li chnh xc, s dng tt cho vic tnh ROI Gabe Delporta, CMO, Lending Tree.

7. Ti mong i n lc to ra mt s o lng c ngha s cho ra sn phm l mt GRP (Gross rating point) cho cc cng c qung co online Patrick Dolan, EVP and COO, IAB. 8. Xu hng l t tp trung v cng ngh hn v nghing v ni dung, s chuyn ti thng ip v s phi hp trong chin dch Marketing truyn thng Susan Helstab, VP-Marketing, Four Season. 9. CIO v CMO cn lm vic vi nhau to s i mi nh lm ch chin lc qun l d liu, social media, xy dng h thng cho s tng tc chng ta c th tip cn c khch hng thng qua knh v thit b m h chn. CIO v CMO s tr thnh nh ng thit k tri nim khch hng ca cng ty. Jon Iwate, SVP, Marketing and Communication IBM. 10. S ph hp ca thng ip s c ci thin trn cc knh digital v social, v c kh nng to s tng tc s c phn hi ngay lp tc dnh cho bn Alfredo Martell, Senior VP, Marketing and Product Management, Caribou Coffee. 11. CMO ang lao n Big Data. Kh nng phn tch d liu v phn tch web s tr thnh xu hng tuyn dng cho cc phng marketing. y l mt ch th t trn, CEO ni vi CMO: s u tin ca khch hng l cha kha, vy hy a cho ti nhng o lng chun xc, gc nhn xc thc v chi tiu marketing Liz Miller, VP of the CMO Council. 12. Trong nm ti, nhng CMO thnh cng s bit cch ti kt hp brand storytelling vi xu hng mi: marketing phn tch cung cp mt kt ni tnh cm to n tng vi khch hng nhng ngi ang ngy cng min dch vi cc th thut marketing phn tch, nh chn mc tiu v a coupon - Deborah Op den Kamp, Executive Director, CMO, and Digital Consumer Practices, Russell Reynolds Associates. 13. Khi nim SoLoMo social, local, mobile s tr thnh cng c khng ch cho chnh chng ti m c cc nh cung cp, i tc ca chng ti. Stephen Quinn, CMO, Walmart. 14. Doanh thu s n t lt xem. IAB bo co rng c s tng trng 23%/nm trong chi tiu online vo qu mt. Chng ti ang tri qua xu hng di hn l khch hng mun sng online ch khng ch giao dch online Josh Shatkin-Margolis, CEO, Magnet. 15. Chng ti khng tin vo digital marketing. Chng ti tin vo marketing trong th gii s, v c mt s khc bit rt ln. Clive Sirkin, Senior Vice President, Kimberly-Clark.