J. Walter Thompson
CEOs: It's Time To Take Back Ownership of Marketing / J. Walter Thompson Singapore
The CEO of a major multinational told me about an epiphany that recently hit him "like a bullet train" during a discussion about big data: He realized that social media is like a two-way mirror. The advent of digital technology and social media has allowed his marketing team see what their consumers like to eat, what they do, whom they meet, where they go, and where and what they buy. For years, they were thrilled with this great one-way mirror for marketers, he recalled. Then, with increasing amounts of data at hand, it hit them -- consumers could see them, too. "Our brand has not been consistently managed across our offline and online places and it's so obvious," he said. "We are a mess, and our customers know it." In an era where consumers control the brand, and the brand drives business, marketing is back to being a "chief" concern.
Click here to read the full article of Frank Bauer, CEO JWT Singapore.