Tag Archives: MBA Mondays

Alto Email, The Open Graph, MBA Mondays, and Las Vegas CES

Happy Wednesday.  I thought I’d write another post that points to discussions or products that I’ve been part of recently.   Leave some comments below or reach out directly if you’d like to talk further about any of these.

It’s amazing how much an interface can make or break a product, go Alto!.   In early October, I heard AOL was launching Alto, it’s upgraded mail platform.  I signed up for the limited release and was granted access to the system late last night.  I am impressed so far.  I like the interface a lot.  It’s amazing to see how much of a difference the interface can make.  Font selection, user flow and the overall idea of classifying emails is fairly smart and spot on.   I do not use Sparrow so do not have a point of comparison, but it seems to me like accessing Alto over Gmail (even though Alto is a layer on top of Gmail for me) is the way to go.  What do you think?

The big question for Google, especially if users start accessing Alto as the portal to their Gmail is at what point do they disallow this?  Gmail is a revenue driver for Google in relation to AdWords (ads on the sides and above your emails) and Alto basically gets rid of these.  Will AOL roll out an ads product in Alto?

Get Your MBA On, Advertising Models.  Fred Wilson, a friend, venture capitalist and AVC blogger wrote his latest MBA Mondays post on Advertising Revenue Models.  Being that he and I both know that this is in my wheelhouse, I helped write the piece and linked it back to a presentation I gave in 2011 to the NYC TechStars class (I mentor).  The post was not specifically used to quantify or justify advertising but rather expose the different models within advertising revenue.   I think the post is fairly comprehensive and is a good primer for anyone considering taking advertising dollars.  I’m more than happy to talk more about it which is why I created the short-lived but very specific Marketing Wednesday series.

Fb Open Graph Innovation.   At kbs+ Ventures, we see lots of companies who are innovating around advertising and marketing technology.  This is our core area of the marketplace we invest in and one we’ve considerably doubled down on over time.  An area that we see companies spending lots of time thinking about is the Facebook Open Graph.  FbOG is an underutilized asset/utility for brands and there is a ton of room for brands to engage with it.  We are sniffing around this space to understand the forthcoming players in the FbOG space so if you are someone, know someone or are just genuinely excited about the FbOG, leave a comment and we’ll hook up.

2013 Consumer Electronics Show.  I’ll be heading out to Las Vegas for 2013 CES.  I’ll be there for meetings on Monday/Tuesday so if you’re heading out and want to meet up, certainly reach out and we’ll try to coordinate some time to meet up.  I’m specifically looking to meet entrepreneurs or other folks innovating in/around marketing and advertising technology which actually had solid representation at last year’s (2012) CES.

 

The Chief Marketing Officer

This is my inaugural post for Marketing Wednesdays, inspired by MBA Mondays and Tech Tuesdays.  Please take it easy on me as this is the first in the lengthy series.  I would love all of your feedback, so please leave it in the comments section.  If you are goign to tweet this post, you can use the tag, #mktgwed.

I figured we’d jump right in and understand the role of marketing through the job description of the senior most level, the Chief Marketing Officer.

In almost every large corporation and as startups mature, they add a Chief Marketing Officer (herein referred to as “CMO”).  In early stage startups, this tends to be the founder and/or CEO.  The role of the CMO is expansive and changing but a common attribute of a CMO is to drive vision (sometimes of the CEO) and consensus on how the brand behaves and is portrayed both internally and externally within the marketplace.  Marketers have many strategies and tactics in their role that they can deploy to achieve this.  It could be everything from advertising thru customer service thru product innovation (and many other things).  No two CMO’s are similar and are generally biased by the organizations they spent their formative years at (i.e. P&G, Unilever are very numbers oriented, so CMO’s tend to be heavily focused in research).

The Chief Marketing Officer does not act alone.  They are at the helm of an internal marketing team which may or may not liaison with one or multiple marketing and advertising agencies, which scale depending on the size of the corporation.  Some corporations do everything internally but many have agencies who act on their behalf.  In the coming weeks, we’ll discuss the role of agencies within the marketing world.

When talking to many of our CMO clients, they stress the major shift that’s occurring which has been lubricated by digital; the brand does not always rule the conversation.

Joe Tripodi leads global marketing, customer management and commercial leadership as Executive Vice President and Chief Marketing and Commercial Officer of the Coca-Cola Company.  He wrote a piece for the Harvard Business Review about how the role of the CMO has gone from purely counting impressions to (that plus) making sure consumers are having good experiences with his brand.

Marketing has changed dramatically since Doc Pemberton poured the world’s first glass of Coca-Cola in 1886. On May 8th, 2011, Coca-Cola and our fans around the world will celebrate our 125th anniversary. While I’ll be curious how many impressions our activities generate, I will look most closely to the expressions of our consumers as a better measure of our success in keeping the world’s most valuable brand relevant for the next 125 years.

In most organizations, the CMO reports into the President/CEO and participates on the executive team.  The lifespan of a CMO is typically less than 24 months as per performance around sales is generally attributed to the marketing of a product; so the easiest thing to do is to switch out the marketing leadership.

In forthcoming Marketing Wednesday’s, we’re going to dive into very specific things such as marketing plans, media plans, advertising agencies, paid/owned/earned, clients, procurement, etc.  The list is very, very long.  However, I chose to start with the Chief Marketing Officer since it’s the top role within marketing and oversees any and all of this.

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Announcing Marketing Wednesdays

On the heels of Albert‘s Technology Tuesday’s, I’ll be launching Marketing Wednesdays.  Both Albert and I were both inspired by the magnificent job Fred has been doing with MBA Mondays.

Marketing Wednesday’s will be a post on a certain “marketing” topic which could be applied to both startups and large corporations.  Fred theoretically could cover marketing under his topic as Marketing is offered as a MBA track.  One of the top marketing MBA schools is the London Business School, and they define their Marketing MBA as the follows:

  • advertising
  • brands and branding
  • competitive strategy
  • consumer behaviour
  • customer focus
  • distribution
  • entrepreneurship
  • innovation
  • marketing analytics
  • marketing ethics
  • metrics
  • media
  • pricing and price promotions
  • product strategy
  • related management processes.

We’ll be covering all of the above.  Luckily, I’m part of a top tier marketing agency that has experts in each of these areas, so I can pull them in when I’m not as strong on a particular topic.

The first post of the series will be on Wednesday.  Don’t forget to follow me on twitter or sign up for the RSS feed to keep current.