The document outlines three key trends for CMOs to watch: 1) Embrace digital disruption by assessing digital readiness and moving marketing budgets to cross-platform teams, 2) Improve the brand experience by "branding in the cracks" and ensuring consistency through a guiding "North Star", and 3) Recast social media by using branded content as an additional distribution channel and focusing social strategies on building relationships and delivering value to foster emotional connections. CMOs are advised to evaluate digital readiness, understand consumers, and assess current social and content initiatives to begin innovating in response to these trends.

1. Trends to Watch
for the CMO

2. Trends to Watch
for the CMO
At Ideosity we are technology driven and marketing focused. This is important because today, more
than ever, marketing is becoming increasingly dependent on technology. It is being utilized to create
new approaches and models for success. In order to help you be prepared, we’re bringing you the
top three trends for embracing the next wave of digital innovation.
The top three trends:
1. Embrace digital disruption
2. Improve your brand experience
3. Recast social media

3. 1. Embrace Digital Disruption
The definition of ‘digital marketing’ will soon replace the definition of ‘marketing’ as the trend of
digital programs becomes the new norm. In order to embrace the disruption, you must be prepared
for it.
•
There will be a continual growth of the idea of ‘digital disruption’1.
• An overall assessment of the company’s digital readiness must be completed. It is the job
of the CMOs and executives across departments tot complete. This assessment should
identify any elements of the brand experience that could be enhanced with digital.
•
All aspects of your brand experience should revolve around digital, not just the media decisions.
• CMOs should move marketing budgets out of channel silos and into cross-platform teams
organized around consumer segments, with experts on the relevant media , channels, and
devices for that particular segment1 .

4. 2. Improve Your Brand Experience
“Branding in the cracks”: the art of telling the brand story not as a linear narrative but as an
environmental thread that weaves through the consumer experience1. There has always been an
importance to be a competitive differentiator, and by branding in the cracks you can naturally align
brands with consumers by creating relevant experiences.
•
Delivering visible value to your customers should be your number one priority.
• Every brand should have a guide or ‘North Star’. The North Star acts as the point of
reference to maintain consistency throughout the organization and provide motivation for
the brand to move forward. The CMO is the leader while the North Star serves as their
guide.
•
Take control of your brand experience beginning at the retail level
• When it comes to retail space every brand is different. However the idea of a flagship store
should be considered by all CMOs. Pop-up stores are a lower-cost alternative. The retail
level might not be your customer’s first experience with your brand. But the key is to make
a customer’s physical brand interaction as similar to their digital brand interaction.

5. 3. Recast Social Media
According to a recent study, 86% of B2C marketers say they’re using some form of content
marketing, from social media to in-person events as well as from videos to blogs1. There is a lot of
potential in content marketing as it creates an engaging brand experience for people. Combine it
with your social strategy to obtain ultimate success.
•
The only way to make your brand stand out is to use branded content.
• Reinforce the brand with content created by the North Star’s guiding principles. When
done correctly, this content should resonate with consumers.
•
A social presence should be used as an additional distribution channel for content.
• Having a social presence is vastly important, but your strategy should underlie three brand
building objectives: build relationships, deliver visible value to foster an emotional
connection and differentiate your brand, and reward loyal fans.

6. How to Get Started
1. Evaluate your digital readiness as well as your company’s eagerness for innovation.
2. Get a strong handle on who your consumers are and what they want in order to deliver the best
possible brand experience.
3. Assess your current social and content marketing assets and initiatives. What could be
improved?
Complete these three steps and follow the preceding tips and your brand team can begin to
innovate in response to digital disruption, improving your brand experience and recasting social
media.

7. References
1. Munchbach, Corinne. Forrester Research: Trends For The B2C CMO To Watch in 2013.
Cambridge: Forrester Research, Inc., 09 Jan. 2013. PDF.