We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this first installment, marketing chiefs fromMasterCard, Philips, Western Union and MillerCoors share their prophecies and explain how they’re backing them up.
According to Alfredo Gangotena, CMO of MasterCard Worldwide, 2013 will be a year where we will continue to see accelerated consumer change with raising expectations in terms of products and services. The adoption of new technologies will further empower consumers to research, pick/choose and comment on experiences to an increasingly wider audience in real time. At the same time this will give companies the opportunity to better match consumer expectations and needs by opening new channels of conversation and sources of insights about the stakeholders they serve.
Alfredo Gangotena of MasterCard
Gangotena urges his fellow CMOs to continue exploring new communication channels and technologies and to apply analytic rigor and discipline to capitalize on these consumer trends. “Marketing’s approach and our own individual challenge will be to balance Art and Science: using our ‘left brain’ as we look at Consumer Behavior, Data intelligence and actual Performance to create more dynamic programs but also using this foundation to empower the creativity of our marketing teams; using our ‘right brain’ to capture the value of the things that matter, connecting with consumers and essence of our brands,” explained Gangotena.
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