Getting your basics right is very important while planning out any business process. When it comes to digital marketing, with CMOs under constant pressure to show ROI, we tend to lose track of the finer points.
Suresh Thomas, GM of Global Marketing at Strategic Outsourcing Services shares some valuable ideas with Michael Leander, a multi award-winning international speaker on marketing and CMO at Strategic Outsourcing Services, in a candid interview.
He details the various aspects of a new generation CMO; the responsibilities that come with the role, what most CMOs in India are lacking, and what they should be working towards. Digital marketing has become a highly competitive field today, and in the mad rush to be seen and heard in the digital space; goals and destinations take a back seat.
Food for thought
1) Frame a definite and clear objective framework
2) Don’t blindly do what the competition is doing
3) Define what you want from the objective
4) Have a purpose for your marketing processes
Focus Plan for Digital Marketing Agencies
He believes that while framing objectives, we should not follow a mob mentality. Instead, focus on what is best for the company and tune into the needs and expectations of the prospect. A clear and well-defined purpose is as important as the tools that improve your business. In a previous blog post featured here, we have detailed the direction in which digital marketing agencies need to go to see a surge in ROI and create value that their clients will appreciate. It mentions, in a neat 10-point showcase, how digital marketing agencies can create a niche for themselves by concentrating on the finer aspects of marketing.
Most companies outsource their digital marketing processes. While this may work out for the better, you always need someone who is well versed with the internal processes of the client company so as to guide the agency correctly. In another feature, we explain why you need to hire a CMO and outsource marketing.
He says ROMI or Return on Marketing Investment should be a focus not just for the top management, but for the teams who create and run marketing campaigns. Educating these delivery teams is what makes the difference to the bottom line.
This video is a part 1 of a 2-part series of conversations between Michael and Suresh. Check in again next week for the second part where Michael shares his thoughts on digital marketing.
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