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🔀 Being different is better than being better

PLUS: Only 52% of senior marketing leaders can prove marketing's value

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ClickZ
September 19, 2024 • Estimated Reading Time: 9 minutes

Hi there!

Highlights from today's newsletter:

📊 Only 52% of senior marketing leaders can prove marketing's value
🤖 90% of CMOs lack a full understanding of GenAI’s potential
🔍 Market-oriented marketing: seeing through the customers’ eyes
🤔 Why being different is better than being better

EDITOR’S PICK

#ADVERTISING & PROMOTION

Cannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged, and it's turning everything we thought we knew about branding on its head.

What if the biggest threat to your brand became its greatest strength? Coca-Cola did just that, embracing copycats and skyrocketing to Creative Brand of the Year. But they're not alone in this creative revolution.

Image Source: vml

From Heineken's cultural preservation efforts to Apple's storytelling magic, discover how the world's top brands are pushing boundaries.

WHAT WE ARE READING

Greg Kihlstrom outlines key pitfalls in data-driven marketing execution, such as inconsistent data monitoring, reliance on vanity metrics, and delayed decision-making.

Kihlstrom advises marketing teams to establish real-time data monitoring systems, set up alerts for key metrics, and schedule regular review meetings to ensure timely interventions.

Despite 90% of organizations planning to invest in GenAI for marketing in 2025, 90% of CMOs lack a full understanding of its potential. This knowledge gap hinders sophisticated GenAI applications, though current use shows strong ROI in personalization and data processing. Education and governance are critical for future success.

The survey, conducted in April and May 2024, highlights that CFOs and CEOs are the most sceptical of marketing's value, with 40% and 39% respectively expressing doubts.

Joseph Enever, Senior Director Analyst at Gartner, emphasizes the need for persistent education and communication to reshape outdated perceptions of marketing as merely an expense.

FROM OUR PARTNERS

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing.

🚀 How to access Paid Social's huge scaling potential.

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights:

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition

  • Meta: Maintaining strong performance with competitive CAC

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods

Jamie Bolton, VP Growth at Fospha, provides context: "These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential."

*This is sponsored content. Advertise in The ClickZ Digest here.

TOP VOICE

💭INSIGHTS FROM TOM WANEK

Image Source: Tom Wanek’s LinkedIn post

Rose-tinted brand vision? It's a trap many fall into.

Your product gleams. Your brand shines. You're poised for success. But pause for a moment and consider: How does your brand truly appear in your customers' eyes?

Tom suggested a market-oriented approach that strips away assumptions and sees your brand through your customers' eyes.

By adopting this perspective, your brand will stand out, forging lasting connections with the people who matter most—your customers.

WHAT WE ARE LISTENING TO

🎙MARKETING TRENDS

Udi Ledergor, Chief Evangelist at Gong, discusses the role of AI in marketing and sales, particularly its utility in the C-suite for analyzing sales pitches.

He emphasizes the importance of shifting from ownership to stewardship in marketing and aligning internal and external branding for a consistent customer experience. This alignment, he argues, is crucial for turning dissatisfied customers into loyal advocates.

Editorial

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