http://www.achievemarketleadership.com/wp-trackback.php?p=245

Bob London is president of London, Ink, a Maryland-based marketing and communications consulting firm, and serves as a Virtual VP of Marketing for growth stage companies that need an injection of marketing experience and leadership to drive key initiatives and results.

 

The Six ‘C’s of Social Influence Marketing

http://chiefmarketer.com/cm_report/social_influenc…

Social networking has opened up new formats brands to engage with consumers. Marketers are experimenting widely as they get better attuned to consumers’ opinions of their efforts. Click here to learn what Dave Friedman says are the six ‘C’s of social influence marketing. http://chiefmarketer.com/cm_report/social_influence_marketing_0421/

And now in an ill-conceived attempt to develop a corollary to the famous 4-P’s of marketing, Chief Marketer magazine introduces “The Six C’s of Social Influence Marketing.”

It is always amazes me when hard and fast rules or guidelines like these all happen to start with the same letter. I can just imagine the editorial meeting at Chief Marketer:

Person 1: “We must have at least 3 C’s, but 6 is too many.”
Person 2: “But what if the 6th C is the most impactful one?”
Person 3: “Then we should make the 6th C the first one and drop the 5th C.”
2: “But I really, really like the 5th C.”
3: “We can’t let personal feelings interfere. You have to remember, A-F-O-T-R.”
2: “What’s that stand for again?”
3: “Always Focus On The Reader.”
1: “Um…we’re going to be here for awhile–can someone go on a Starbucks run?”
2: “Ooh, have you seen the design on their new cups? The logo’s all brown. They always have such dreamy branding. (Sigh…)”
3: “Then maybe you should go back to being a barista.”

Bob London is president of London, Ink, a Maryland-based marketing and communications consulting firm, and serves as a Virtual VP of Marketing for growth stage companies that need an injection of marketing experience and leadership to drive key initiatives and results.

 

How To Move CMOs Out Of Harm’s Way Feb. 4, 2008 (Investor’s Business Daily): http://money.cnn.com/news/newsfeeds/articles/newstex/IBD-0001-22 724238.htm

Warning: If you’re seeking job security, don’t think about becoming a chief marketing officer.

Over the last few months, the CMOs of Home Depot (NYSE:HD) HD, Wendy’s WEN, Rite Aid (OOTC:RADCO) (NYSE:RAD) RAD and Chico’s CHS changed over.

In a study of 100 leading consumer companies in June 2007, executive search firm Spencer Stuart reported that the average tenure of CEOs is 44 months but CMOs last only 26 months. In fact, 40 of 100 CMOs turned over in 2006 and 31 of 100 lost their jobs in 2007, noted Greg Welch, a practice leader in consumer goods at the Chicago-based search firm.

Why are CMOs facing a fast-moving revolving door?

Why most CMOs get fired (David Meerman Scott): http://money.cnn.com/news/newsfeeds/articles/newstex/IBD-0001-22724238.htm

A few weeks ago I get a call from Gary Stern, a columnist for Investors Business Daily.

Gary says, “I’m doing a story on the average tenure of Chief Marketing Officers, which is only 26 months. This is much shorter than 44 months, which is how long CEOs last. Can you comment?”

See the full post at http://www.webinknow.com/2008/02/why-most-cmos-g.html

See a preview of the IBD story at

Some of my best friends are Chief Marketing Officers, but something’s wrong if the above stat is true. An 18 - 24 month tenure for a cabinet-level corporate role translates into a very risky hire and–too often–a bad investment.

Bob London is president of London, Ink, a Maryland-based marketing and communications consulting firm, and serves as a Virtual VP of Marketing for growth stage companies that need an injection of marketing experience and leadership to drive key initiatives and results.