Former Yahoo! CMO explains how marketing is changing.
Monday, February 4th, 2008Cammie Dunaway, Former Yahoo! CMO (head of customer experience division) and CMO for Nintendo America suggests that marketers must totally rethink what they have been doing.
Dunaway explains that marketers need to understand the consumer as an individual, integrate marketing strategy, use online media and pay attention to both user engagement and customer behavior. Just pushing information to a general audience is outdated.
In the video below, learn eight quick steps to customer experience:
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The proliferation of media, Dunaway believes, has helped marketers remove the guessing from previous marketing strategizing. Most of all, she explains, it provides “the ability to really get to the right consumer at the right time with the right message in ways that you couldn’t in the past.”
According to Dunaway, Yahoo! is putting more money into online channels such as search engine marketing and great brand experiences. “You’re getting people when they are raising their hands saying, ‘Talk to me about a product.’” And you know what product they want to hear about. That’s timing!
“I always make online media a big part of my media plans; I believe in eating my own dogfood,” says Dunaway.
Source: The McKinsey Quarterly
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