The Top Digital Priorities of Today's CMO


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The Top Digital Priorities of Today's CMO

  1. 1. The Top Digital Priorities of Today’s CMO1 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  2. 2. HIGHLIGHTS The Top Digital Priorities of Today’s CMO Over the past 10 years, there’s been a dramatic shift in marketing. Digital media is now mainstream, taking multiple forms and co-mingling with the traditional offline fare. Well utilized social media can create a vital connection with a company’s target audience whether that audience comprises consumers or corporate decision-makers.2 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  3. 3. Develop Relevant Digital Content Content is the Key  It’s not about volume The foundation of any successful digital but quality of content marketing effort can be summed up in one that will engage the target word: Content.  Bringing content that It is both the building block and has value is an springboard of every company’s digital investment  But investing in platform – and it’s not something to be content development is taken lightly. essential to the digital success of any company To be effective, the content itself has to be relevant, meaningful and engaging3 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  4. 4. Realize that it’s Not “All About You” Message has to be altered It’s important to note that with social media, the conversation – the message -- has dramatically changed With off-line channels, the content typically focused on who the company was, what products or services it provided and the benefits of each That feature-driven, “what we can do for you” messaging won’t earn a following in the digital world. Engagement is the word  That feature-driven, “what we can do for you” messaging won’t earn a following in the digital world. Being effective in social media is like being the favored guest at a party  Instead of talking about yourself, you‘ll gain a greater following if you start a conversation, and then listen  It’s a delicate balance of promoting your brand but engaging your audience while doing so.4 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  5. 5. Choose the Channels Wisely To create an effective digital presence that delivers the kind of results you want, choose the right channels for your target, your content and your goals. Facebook Designed for sharing experiences and engaging visitors with pictures, videos, images and text – then getting their reactions. The idea is to open a conversation, taking advantage of all of the different types of media available Twitter The real secret sauce of Twitter is the ubiquitous hashtag (#). Even if the follower doesn’t comment, he or she has the opportunity to do something (click on the link) to engage. YouTube It helps to share a thought or starts a conversation in the form of a short video. Consumers get involved by posting their own tips on how to use specific products, as well as product reviews. LinkedIn It allows companies to identify particular designations and associations. This capability enables CMOs to target messaging to smaller, individual markets, as opposed to going for big hits.5 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  6. 6. Use One Channel to Expand the Other To be successful with digital media, one has to drive followers through cross-promotion If one has an incredible blog post, Tweet about it and link. Promote it through the web site. Tweet when one has new Facebook posts, and then use Facebook presence to drive readers to other content Promote all of the channels at events, on one’s collateral and on the business cards The continually linking and movement from one channel to the next will ensure you achieve a strong following6 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  7. 7. Continually Assess the Strategy  In every way, the world of marketing is changing, fueled by digital channels that bring great potential to CMOs who use them well.  The good news is one doesn’t have to wait six months to see if one’s strategy is working.  With social media, one can get a good barometer of one’s progress every day, so the company can adjust strategies quickly until it begins to achieve the returns it desires.  Principles of social media: Content is king, channel selection is critical and the best way to increase followers is to cross promote your posts and insights through your other digital channels.7 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  8. 8. For more details please visit the link below: _of_todays_cmo.pdf8 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  9. 9. About Wipro Council for Industry Research Wipro set up the Council for Industry Research, comprised of domain and technology experts from the organization, to address the needs of customers. It specifically surveys innovative strategies that will help customers gain competitive advantage in the market. The Council, in collaboration with leading academic institutions and industry bodies, studies market trends to help equip organizations with insights to facilitate their IT and business strategies. For more information on the Research Council visit or mail wipro.insights@wipro.com9 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  10. 10. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 140,000 employees and clients across 54 countries. For more information, please visit www.wipro.com10 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  11. 11. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.11 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL