Top 3 Marketing AhA’s of 2011. – Canadian Marketing Magazine

Category: Business

by Dawn Marchand

 While everyone is preparing their objectives and to-do lists for 2012, I thought I would first start with the key moments of truth I experienced in 2011. Upon reflection, I came up with three.

Content Remains King
Nothing earth shattering here but an important concept to keep in mind as we race to be the most creative, the most innovative and the one that really stands out. We can do all of that but if our content isn’t relevant and engaging, we will sell no widgets.

Coolest Title of the Year – CCEO
Chief Customer Experience Officer seems to be the new “C Suite” title as I met a few in 2011. I applaud the focus being put to customer experience and am most intrigued at where these CCEOs are coming from. The three I met in 2011 had all risen through different functions in a corporation: From IT, Customer Service/Operations and Marketing. And they all reported into different areas – none directly to the CEO (Chief Executive Officer). My own crystal ball forecasts a continuing focus on customer experience and I would like to think that more marketers will embrace the expanded role of ensuring engaging and relevant relationships with current and prospective customers.

Social Media is Still a Playground
While we’ve all likely heard of a few social media aha moments, overall, the playing field remains wide open and I don’t believe anyone has unlocked the true potential of this new media. What we did see in 2011 is many more companies entering the playground and interacting on Twitter, YouTube, LinkedIn and Facebook (among others). I’m hoping that in 2012 we will learn more about the infrastructure necessary and the need to actually target in this wide open space. A solid strategy with metrics and measurability will be key to sustaining spending support.