Here today, gone CMO-rrow
Adweek piece on the intensifying revolving CMO door within the automotive industry. It's a pretty chilling account of musical chairs on crack, with the likes of the following companies shifting (or is it shafting?) their CMO's in the past few months:
- Hyundai
- Volkswagen
- Volvo
- Mercedes-Benz
- General Motors
- Chrysler
- Toyota
- Ford
I wonder what would happen if we audited these companies' marketing investment over these CMO's tenures to determine:
- % spend in digital/interactive investment
- Rate of change in terms of shift from traditional to digital/interactive
- % spend on non-traditional/new marketing versus status quo
- Rate of change in terms of shift from status-quo versus new marketing
- % investment in conversational marketing (community, dialog, partnership)
- Rate of change in terms of shift from communication to conversation
- % spend in experimentation marketing
- Rate of change in terms of shift from traditional/status quo/communication to experimentation
You'll notice that whilst the first step is an interactive focus, how quickly I've lumped it in with "status quo" or communication (i.e. paid media) versus the new maketing, conversational marketing or experimentation sub-sets.
That said, spare a thought or a parking space for any of these (or other) companies still dipping their toes in step 1 of the 4-phased roadmap i.e. online advertising. There are still way too many to count and way too many senior marketing positions to be filled.
