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Meetings and Conventions: Chief Marketing Officers Take Command

Meetings and Conventions: Chief Marketing Officers Take Command

The role of marketing departments is undergoing a fundamental shift in the corporate world and research shows the rise of brand experience

11/1/17 — From Meetings and Conventions: "The explosion of social media has created enormous transparency and put power directly in the hands of customers. Precisely because chief marketing officers can no longer control their company's brand conversation through traditional advertising campaigns, marketing executives are increasingly responsible for every aspect of the customer touch-point experience — and that includes live events..." 

"In fact, one-third of CMOs expect to set aside 21 to 50 percent of their budgets for brand experiences, according to the 2017 Freeman Global Brand Experience Study, released earlier this year by Dallas-based global event firm Freeman. That includes events, trade shows, sponsorships, exhibits, permanent installations, virtual- or augmented-reality experiences, and/or pop-ups. Even more telling, 59 percent of those CMOs, out of 1,000 B2B and B2C marketing professionals polled across North America, Asia and Western Europe, said brand experience was important to formulating ongoing relationships with their core audience." 

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