77047 Resource 76407 24 1 1103129956240 1201574728628 Controlled Eight Ways to Improve CMO Success

Chief marketing officers have a tough job, but evidence suggests they can create a competitive advantage by using blogsites for internal and external marketing objectives.

<p>When we think about the job of a chief marketing officer (CMO), many things come to mind.&nbsp; But the one thing that seems to be critical is&nbsp;market communication.&nbsp; In <i><a href="http://brandautopsy.typepad.com/brandautopsy/2004/12/eight_ways_to_i.html" target="_blank">Eight Ways to Improve CMO Success</a></i>, author <a href="http://brandautopsy.typepad.com/about.html" target="_blank">Paul Williams</a> provides some excellent insight into the selection and guidance of a CMO.&nbsp; I'll take this a step further with a strategic IT recommendation; make sure the CMO [and her/his team] has the opportunity to leverage weblogs internally and externally.</p><p>There are many examples where marketing and weblogs are paying dividends.&nbsp; There doesn't seem to be any specific market that benefits more than another does, although <a href="http://pr.typepad.com/pr_communications/weblogs/" target="_blank">public relations</a> seems to stand out as a major beneficiary.</p><p>In his post <i><a href="http://www.ernietheattorney.net/ernie_the_attorney/2003/11/law_firm_market.html" target="_blank">Law Firm marketing with weblogs</a></i>, Ernest Svenson writes, <i>&quot;...we have assigned some young lawyers to cull news stories that might be of interest.&nbsp; We show them how to use sites like <a href="http://www.dailywhirl.com/">Daily Whirl</a> to scan for news ideas in the blogosphere.&nbsp; Then they forward the post ideas to a central place (i.e. one person who sifts through the story ideas with an overview of which stories make the most sense and which ones will allow us to market a particular segment of the firm).&quot;</i></p><p>Typically, marketing organizations use traditional IT tools like graphics editors, word processors, and email clients.&nbsp; Databases and other tools for analyzing results and other market data are also necessary and common.&nbsp; But it seems that one of the most important&nbsp;capabilities for future marketing professionals&nbsp;is a keen understanding of <a href="http://www.danwismar.com/archives/wizblog/000205.html" target="_blank">how the Blogosphere works</a>, how <a href="http://myst-technology.com/mysmartchannels/public/item/56043" target="_blank">content syndication</a> can be used to create competitive advantage, and access to a blogsite&nbsp;platform that provides a wide array of enterprise features.</p> 9 application/xml false blogsite chief marketing officer CMO competitive advantage IT recommendation market communication media ecosystem Bloggers everywhere are gloating just a little bit tonight after hearing the news that Howell Raines has "resigned" as executive editor of The New York Times. In some significant way, the blogosphere can take credit for, at a minimum, speeding up the process that eventually brought enough pressure to bear on company ownership to make this move. http://www.danwismar.com/archives/wizblog/000205.html New communication technology, including accessible online publishing software and evolving mobile device technology, means that citizens have the potential to observe and report more immediately than traditional media outlets do. http://depts.washington.edu/ccce/digitalMedia/newsimpact.html Twenty-one months ago, in February 2003 Jim Calloway, the Director of the Oklahoma Bar Association Management Assistance Program, interviewed Dennis Kennedy, one of the most respected tech lawyers & consultants about the lawyer blogging phenomenon. http://www.lexblog.com/announcements-459-predictions-on-lawyer-blogs-by-dennis-kennedy-are-right-on-the-money.html Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; .NET CLR 1.1.4322; .NET CLR 2.0.50727) 127.0.0.1 127.0.0.1 $Admin false true false false true 174050 false false true false false false true 76407 blog blogsite/Blogsite/web