Eleven Things a CMO Should Avoid

A global economic slowdown can be dangerous for a marketer. Faction Media offers several tips on what a CMO and their team should avoid. All can be applied to those seeking to launch or increase their brand's market presence."Too many employees are caving in to knee-jerk reactions and not creating strategic and thoughtful campaigns that serve the client well during a recession," says Dave Greves, co-founder of Denver-based interactive marketing agency Faction Media. Greves believes the current state of the U.S. economy could lead a marketer to inadvertently fall into a "toxic trap" - something that will kill their bottom line and set a brand back. Greves offers several tips on what a CMO and their team should avoid. All can be applied to those seeking to launch or increase their brand's Hispanic market presence. Eleven Things Your Marketing Organization Should Avoid 1. Responding Emotionally to Senior Management Directives We all understand that senior executives are under increasing pressure to perform. However, as a CMO, performance is not about reaction. It's about a methodical, strategic approach to your marketing objectives, which are met by understanding the assignments in detail, as well as the associated target audiences. 2. Making Assumptions Regarding Your Audiences' Demo, Sociographical, Psychographical and Techno-graphical Requirements It's a temptation that we cannot deny, especially when budgets are tight — going with a gut feeling about our target audiences' needs and requirements. While we may have a deep understanding and historical data, it's the nuances that create relevant communications. As marketers we simply cannot afford to deny our customers' voice within our communication efforts. 3. Denying New Approaches to Traditional Assignments Blindly assuming that 15 percent of your marketing budget should be allocated to the digital channel is not only presumptuous, it's irresponsible. The companies that do not evolve with the digital landscape will be left behind. More Marketing Tips at Hispanic Market Weekly CMO Essentials