CMO Corner. Competing in unfamiliar media territory, a challenge

The top six challenges for marketers today are measurement of return, integration and unification of messages across marketing campaigns that span multimedia, finding the right marketing mix, creating a lasting impact that goes beyond the campaign, breaking through clutter and the speed at which you can innovate and respond to the changing consumer needs and behaviour.

The rules of marketing have changed and the fragmentation of media has created even more chaos and confusion.

Hence, in the days to come, the most important battle for CMOs will be how to deal with the above challenges — and more importantly to learn how to compete in perhaps unfamiliar media territories with emergent technology and further fragmentation of media.

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