{"id":158,"date":"2015-03-30T19:42:15","date_gmt":"2015-03-30T19:42:15","guid":{"rendered":"http:\/\/staunstrup.se\/en\/?p=158"},"modified":"2015-03-30T19:42:15","modified_gmt":"2015-03-30T19:42:15","slug":"why-cmos-have-to-stay-curious","status":"publish","type":"post","link":"https:\/\/staunstrup.se\/en\/digital\/why-cmos-have-to-stay-curious\/","title":{"rendered":"Why CMOs have to stay curious"},"content":{"rendered":"<p><em>In a time when marketing is transforming, it&#8217;s more important than ever that CMOs stay curious and don&#8217;t turn away from all the change demanded from them.<\/em><!--more--><\/p>\n<p><a href=\"http:\/\/staunstrup.se\/en\/wp-content\/uploads\/sites\/2\/2015\/03\/Douglas-Adams-quote.jpg\"><img decoding=\"async\" class=\"aligncenter size-medium wp-image-160 lazyload\" data-src=\"http:\/\/staunstrup.se\/en\/wp-content\/uploads\/sites\/2\/2015\/03\/Douglas-Adams-quote-300x215.jpg\" alt=\"Douglas Adams quote\" width=\"300\" height=\"215\" data-srcset=\"https:\/\/staunstrup.se\/en\/wp-content\/uploads\/sites\/2\/2015\/03\/Douglas-Adams-quote-300x215.jpg 300w, https:\/\/staunstrup.se\/en\/wp-content\/uploads\/sites\/2\/2015\/03\/Douglas-Adams-quote.jpg 478w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/215;\" \/><\/a>What is the biggest challenge facing CMO\u2019s in 2015? According to a recent survey among Swedish Heads of Marketing it can be boiled down to one word \u2013 digital. Their major worries ranged from how to create a working digital strategy to getting messages through the media storm and improving ROI on digital investments (as well as doing more with shrinking budgets).<\/p>\n<p>Now CMO\u2019s comes in all ages, but usually you don&#8217;t get there until after you&#8217;ve hit 35. Which means that many of them are very competent, very qualified and have gathered a lot of experience. But at the same time they have stopped being curious and stopped learning. It\u2019s a very human thing, and Douglas Adams, author of The Hitch-hikers guide to the galaxy summed it up perfectly in his rules about how we react to technology:<\/p>\n<ul>\n<li>Anything that is in the world when you\u2019re born is normal and ordinary and is just a natural part of the way the world works<\/li>\n<li>Anything that\u2019s invented between when you\u2019re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it<\/li>\n<li>Anything invented after you\u2019re thirty-five is against the natural order of things<\/li>\n<\/ul>\n<p>If we apply this to marketing it means that most CMO\u2019s probably deep down feels that things like social media, content marketing, not spending most of your budget and attention on paid media (e.g ads) is deeply unnatural. Hence their problems adapting to a media landscape where the tried and tested methods of the creative revolution from the 60s onwards aren\u2019t working that well anymore.<\/p>\n<p>No wonder they\u2019re having a hard time making digital work.<\/p>\n<p>So what to do if you\u2019re a CMO? If you feel that you\u2019re not getting the desired results from digital, I would suggest recruiting some digital competence. That\u2019s something most organizations would benefit from.<\/p>\n<p>But the main thing is to change your mindset about innovations in marketing, and the technology and behavorial changes that are causing them. Social medie won\u2019t go away, it will continue to develop and change. Content marketing came about because, as Seth Godin put it, \u201cit\u2019s the only marketing that\u2019s left\u201d. With traditional types of paid media decreasing in reach we had to turn to relevant content in our own channels, and primarily the digital ones. Analytics, automation and the Internet of Things are all having an impact as well. And there will be other changes and disruptions in the coming years. None of which will be against any natural order of things.<\/p>\n<p>There has never been a point in your life when innovation and change stopped being relevant. And that point will never come. It\u2019s your job to keep yourself updated and on top of what\u2019s happening. Learning and being curious has always been important, but in your current situation it can mean the difference between success and failure.<\/p>\n<p>You need to stay curious and never, ever stop learning.<\/p>\n<p>Am I saying that you should embrace every new thing? Not at all, that\u2019s called the shiny new toy syndrome, and you want to stay as far away from that as possible. No, this is where your experience and knowledge comes into play. That will help you decide what to go for and what to stay away from. But there is a world of difference between dismissing something because you know it won\u2019t add any value, and doing it because you don\u2019t understand what it is.<\/p>\n<p>You need to balance the experience of a 40 year old with the curiosity of a teenager. That doesn\u2019t sound to hard, now does it?<\/p>\n<p>Of course, everything I\u2019ve said here goes for all of us, not just CMO\u2019s. We can all benefit from keeping our curiosity.<\/p>\n<p>And now I\u2019m curious to hear your thoughts on this<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a time when marketing is transforming, it&#8217;s more important than ever that CMOs stay curious and don&#8217;t turn away from all the change demanded from them.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[32],"tags":[116,118,119,117],"class_list":["post-158","post","type-post","status-publish","format-standard","hentry","category-digital","tag-cmo","tag-digital-marketing","tag-douglas-adams","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why CMOs have to stay curious<\/title>\n<meta name=\"description\" content=\"Handling the dramatic changes in marketing, especially in digital, requires CMO to stay alert and curious. 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