SigmaWay Blog

The article talks about viral campaign or in marketing terms -  “Fire-Starting”, a new trend that has brought a paradigm shift from the tightly controlled brand stewardship to a entire new model that not only takes care of the dynamic environment but also follows a creative approach to capture opportunities that can stir demand. The article gives us new approach regarding  a perspective Chief Marketing officer has to adopt to start these Fire Starting campaigns across the key markets around the world. The approach discusses  four points in the form of: quicker reaction time to launch marketing campaign (Systematize Spontaneity), Second marketing is a creative industry if we are too risk averse it will be difficult to create a creative environment & campaigns , Budgeting accordingly and finally, choosing the right market at a right time for the right product . Read the article at :-  http://www.forbes.com/sites/onmarketing/2016/04/07/igniting-transformational-growth-four-lessons-in-fire-starting-for-cmos/#4690e0ba3656

CMO, the Chief Marketing Officer, has played an important role in the company's boardrooms. They always provided the right direction and techniques to sell products and services. In past 10 years, there has been renovation of techniques. TV and print advertising pales has been replaced by digital advertising and social media. Today use of technology and data by marketers is not limited as previously it was. The increased dependence on technology and data has led to foundation of Chief Marketing Technologist (CMT). They are the strategist, creative director and technology evangelist. Some economists believe that due to data centralization replacing CMO with CMT is not feasible. Both the CMO and CMT have played their role which is important part for business. So neither can replace the other.  Read more at:https://channels.theinnovationenterprise.com/articles/will-the-cmt-replace-the-cmo

According to Perry Yeatman (Principal, Mission Measurement & CEO, Perry Yeatman Global Partners), the growing significance of social value drivers for consumers is one of many changes in the marketplace that CMOs of different companies are experiencing nowadays. Differentiating a brand based on price, quality or convenience is getting increasingly difficult. However, it has led to a new meaning for all marketers to find new ways to make their products matter. One of the most promising new set of benefits is inherent social benefits. Discrete choice analysis is implemented across categories to identify the most influential social value drivers. Many leading companies are already reaping the benefits from this. The benefits range from increased revenue to improved loyalty. These new social value drivers are thus powerful, which is why CMOs must embrace them to build uniquely relevant and meaningful brands. Read more at: http://www.huffingtonpost.com/perry-yeatman/new-research-simultaneous_b_5828710.html