As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you.
The first of these is the rising importance of content. In a world where audiences are ever more connected and engaged, standing out in a noisy marketplace is increasingly challenging. Those audiences constantly have sales messages pushed at them and steadily become more immune to traditional pitches. Engaging, high-value content provides a possible route to future success, but how is this shift viewed by CMOs and their organizations? Our conversations provided several important takeaways from executives from Accenture, BBVA Compass, Brocade, Lionbridge, Rambus, and Softek.