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The CMO Guide to Marketing in the Digital Social Age

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The CMO Guide to Marketing in the Digital Social Age

The CMO Guide to Marketing in the cmo email list Digital Social . Age shows how CMOs can pivot gracefully to address new customer expectations. It reveals how chief marketers can use social media and social business as separate distinct practices that are grounded on different principles and have different benefits. In 2013, CMOs straddle a familiar past and a rapidly emerging future that questions the fundamental principles of marketing, and the fissure is deeper and wider than most realize. Happily, the “two socials” can help astute CMOs to bridge the gap.

How Digital Social Is Disrupting Marketing

Numerous cracks have appeared in the CMO Email List bedrock that underlies business and marketing, and they are quickly widening. I am not referring to the conventional-by-now wisdom that “social media gives customers voices.” MENG readers have read ad nauseam about how “digital” changes marketing due to “connected consumers,” so I’ll not repeat those arguments. Far deeper down, the principles that form the foundation of marketing are being disrupted , so I will summarize them before outlining how to use social media and social business to ease the transition to a “new marketing in the digital social age,” which will be barely recognizable to 20th century marketers.

The Digital Social Age Revisited  The Present Future of Marketing

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By Q4 2013, CMOs are well versed in the significance of “word . Therefore, of mouth” and how it has always been the largest overall influence on buying decisions. However, thought leaders and pundits have yet to grasp why word of mouth is so influential. Moreover, since the digital social age has digitized word of mouth, it’s even more critical to understand. Let’s observe this vignette. Word of mouth usually starts when a person shares something s/he is trying to do (an “outcome”), online or offline. The often asks a question or two to clarify understanding of the situation and outcome. And then makes suggestions for how to attain that outcome. This often includes recommending certain products/services, and it sometimes includes guidance for how to use them.

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