Some good stuff for the marketeer…
How To Move CMOs Out Of Harm’s Way
Since I typically don’t like traditional marketing types, they tend to believe their own hype. Apparently after 26 months their CEOs tend to stop believing it though.
In a study of 100 leading consumer companies in June 2007, executive search firm Spencer Stuart reported that the average tenure of CEOs is 44 months but CMOs last only 26 months. In fact, 40 of 100 CMOs turned over in 2006 and 31 of 100 lost their jobs in 2007, noted Greg Welch, a practice leader in consumer goods at the Chicago-based search firm.
I like this take on hiring them. If you are hiring a marketing professional especially one who will market a product is sold or distributed over the internet and they don’t have a blog, don’t hire them.
Even the hiring of CMOs needs to be overhauled. To select a CMO, most companies review traditional resumes and the person’s prior marketing experience. "I would refuse to accept a resume. Send me to their blog. point 13e to what they’ve accomplished on the Web. When you Google their name, what appears," Scott said.
Today the hard part is
A Quick Introduction to Twitter for Bloggers
I was slow to take to "twittering" but I think it’s very useful now. Nice post from Chris Garret on how to use Twitter as a marketing tool.
Process for Starting a Corporate Blog
Part one of three part series.
Does Chatter Matter? The Impact of User-Generated Content on Music Sales
NYU Study on blog posting versus MySpace friends on music sales.
We track the changes in online chatter for a sample of 108 albums for four weeks before and aftertheir release dates. We use linear and nonlinear regression to identify the relative significance ofonline variables on their observation date in predicting future album unit sales two weeks aheadOur findings are as follows: (a) the volume of blog posts about an album is positively correlatedwith future sales, (b) greater increases in an artist’s Myspace friends week over week have aweaker correlation to higher future sales, (c) traditional factors are still relevant – albums releasedby major labels and albums with a number of reviews from mainstream sources like Rolling Stonealso tended to have higher future sales.
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