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1 Research Review August, 2007. 2 Background Desire to better understand wants and needs of CMO Review Secondary Literature Qualitative Research – Phase.

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Presentation on theme: "1 Research Review August, 2007. 2 Background Desire to better understand wants and needs of CMO Review Secondary Literature Qualitative Research – Phase."— Presentation transcript:

1 1 Research Review August, 2007

2 2 Background Desire to better understand wants and needs of CMO Review Secondary Literature Qualitative Research – Phase 1 “friends” of the AMA Initial topline at earlier KD meeting Final Report not yet shared Qualitative Research – Phase 2 Include a more diverse audience

3 3 Phase 2: List of Participants Peter Blackshaw, CMO BuzzMetrics OH John Buleza, CMO Lillian Vernon Catalogue Company VA Janice Caston, CMO Greenfield Online CT Ross Chun, VP, CMO Index Technologies, Inc. CA Chad Damerell, CMO Cadence Group GA Theresa Davis, CMO Hospice of Chattanooga TN Elizabeth Diedrich, CMO Imagewerks Marketing MN Sanjay Dua, CMO Teak Technologies CA John Fallon, CMO The College Board NY John Graf, VP, CMO Priority Hospitality Grp PA Pecane Jennings, CMO SQN VA Rich Jernstedt, CMO Fleishman-Hillard IL Jeff McKay, CMO Buck Consultants IL Mike O’Brien, CMO St. Louis Community Credit Union MO David Owens, CMO Ohio State Medical Association OH Carl Maier, CMO Inland Empire Health Plan/HMO CA Steven Talbot, Mktg Dir Evident Technologies, NY Earl Taylor, CMO Marketing Science Institute MA Gisele Gofman, Mktg Mgr Politec Brasil, Brazil Heung Sang Wang, CMO Mark Ling Group, LTD Hong Kong, China

4 4 Phase 2 : Participants’ Backgrounds When asked if they had always been in marketing, the sample was split 50% YES and 50% NO. Of the respondents who an- swered NO, they came from various career paths, includ- ing: Architecture, City Planning, Program Manager CEO, PR, Product & Corporate Branding, Consulting Project Mgt. & General Mgt. Attorney Professor Financial Planning & Software Accounting & Product Mgr Insurance sales, recruiting, PR, and advertising Banker and insurance broker

5 5 Phase 1 Qualitative; Summary of Wants/Needs Better Understanding the Changing World Around Them “Twenty years ago, the marketplace was “one size fits all” marketing; today, there is no single captive audience.” Measuring Marketing Effectiveness “It’s the single biggest challenge that we have.” “At the end of the day, trying to measure the effectiveness of an initiative so that you can draw conclusions about what you do next is a major issue.” “Everybody says they have a case study on how to track effectiveness. It never really is what they say it is, so I think it’s very poorly done.” Branding the Product or Service “Getting a truly recognized brand is the ongoing goal... it will make the business easier and it will mean that we have done the right things to get that awareness... and understanding.” “(People within our organization) say, ‘What’s the brand worth to me?’ We don’t have a clue of how to even go through the process of saying what it is worth.” Innovation“(Leveraging innovation) is huge. We do that all day long. It’s just all about listening to customers’ needs and then responding with a technical solution, and then spinning that into a story that sells.” Staffing the Marketing Department “I inherited a large number of people... They’re good tacticians... I think if you’re going to market smarter, you’ve got to be strategic.” “What we are trying to do is... understand who can think strategically and who gets to do the tactics.”

6 6 Phase 2 Qualitative; Summary of Wants/Needs Better Understanding the Changing World Around Them “media fragmentation is a huge item” “there are many, many new media vehicles that compete for the attention of key audiences” Measuring Marketing Effectiveness “I have no idea what constitutes good ROMI” Branding the Product or Service “making sure … the things we offer are targeted toward the segment of the population that actually wants them” “how can we differentiate our brand” Innovation Staffing the Marketing Department Increasing Competition“all of the firms are adjusting to this new level of competition. The market is in a state of flux” “all the companies have to prepare for globalization; that is really strong, more than ever” How to Deal with Information Overload “The key marketing challenge is information management overall” “How to assimilate, compile, and digest all the info out there”

7 7 Phase 2 Qualitative; Implications Content ImplicationsStill room to teach the basics Delivery ImplicationsA need for even more basic, and possibly prescriptive, templates In general, Phase 2 respondents are less sophisticated, which has implications for KD, especially for information dissemination


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