Pearl attended the AMA Annual CMO Series event yesterday and here are our Top 5 Takeaways from the informative CMO panel discussion:
- Great marketers are great problem solvers
The most disruptive brands are obsessed with addressing customer needs and pain points. They leverage data and insights to define a relevant customer problem to solve.
- Customer trust is table stakes
Customer trust is earned by product/service performance and the customer experience. PwC identified privacy policy as a potential point of difference in gaining customer trust by telling customers how you will provide value to them if they give you their data.
- Engage customers with experiences, not campaigns
Building a customer experience along their path to purchase is multi-functional responsibility. At Kellogg Canada, marketing & sales collaborate to develop customer experience plans that are seamlessly integrated.
- Social movement marketing is not a one-off
Associating your brand with a social movement only makes sense if it is aligned with your brand values (e.g. Kellogg’s Breakfast Clubs) or ongoing brand programs (e.g. Scotiabank Women Initiative).
- Marketing investment and ROI remain under scrutiny
Demonstrating marketing ROI requires a clearly defined set of KPIs that are visible and drive action throughout the year. The CFO can be a valuable ally when attempting to secure marketing investment.
If you need support on your strategy please contact johnchan@pearl-strategy.ca
Source: Pearl’s 2019 Health & Wellness In Canada Report and Euromonitor International 2019 Top Consumer Trends Impacting Health & Nutrition
