Ask The CMO

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Ask The CMO

Oracle MarkeAng Cloud September 29, 2014

Oracle ConfidenAal – Internal/Restricted/Highly Restricted


Ask The CMO The Chief MarkeAng Officer (and other high level posiAons such as VP of markeAng) and the roles they play are ever-‐involving. Vital to the overall success of a given brand/company theirs is an incredibly complex funcAon in the increasingly crowded digital marketplace. To gain an understanding of their role and challenges, we will pose one (1) quesAon to a group of CMOs and share their answers.

Oracle ConfidenAal – Internal/Restricted/Highly Restricted 2


The QuesAon:

What is your biggest markeAng priority for the rest of the year?



“My biggest marke.ng priority is segmen.ng both markets and media to deliver very targeted content – while at the same .me ensuring seamless experience across all channels. We have specific customer segments that desire unique messaging, different product/offer assortments, and engage with us in unique paBerns across diverse media and channels. We need to understand these segments deeply and engage with them when, where and how they want to be engaged….on THEIR terms. All the while, their interface with the brand needs to be fric.on-‐free, meaning intui.ve across all channels so we are uber-‐easy to deal with and our offers/value prop is crystal clear.” – Julie Lyle, CMO, HH Gregg



“Building on what's working and elimina.ng distrac.ons. We need to be more deliberate and precise than ever. The intensity of compe..on and the lack consistent consumer demand makes true momentum more important than ever. We need to hit it consistently for the rest of the year and the foreseeable future. No room for longshots or errors. We need proven, sustainable marke.ng proposi.ons to thrive. “ – Denny Post, CMO, Red Robin



“Marke.ng and merchandising customer incen.ves to move to online accounts, paperless delivery, and self-‐service. Digital movement is real and underway. We may be a liBle behind.“ -‐ Rod Brooks, CMO, Pemco Insurance



“Our focus is to reach our consumers when and where they are recep.ve to our marke.ng message via an omni-‐channel approach. We are building upon on our consumer centricity strategy, and using data intelligence to enhance our product porRolio, and our customer experience. At Western Union -‐ innova.on has become the way of doing business.“ -‐ Laston Charriez, SVP, MarkeAng North America, Western Union



“Our focus is on con.nuing to drive visita.ons through geo-‐targeted digital marke.ng plaRorms within key markets east of the Mississippi. Growing our connec.on through social media with key cons.tuents genera.ng aspira.on to travel to Florida and re-‐marke.ng relevant content to growth advocates to the state.” -‐ Paul Phipps, Chief MarkeAng Officer at VISIT FLORIDA



Want to hear from educators at some of the finest insAtuAons in the world on the current state of markeAng? Of course you do. Click here to download the Marketers Backpack Want to get insights on markeAng trends from our experts? Click here to visit the MarkeAng Cloud blog.


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Ask The CMO