1. 6 Things Every CMO
Needs To Remember In 2013
Szabó Ákos
Country Manager, Thinkdigital Hungary

2. 1. Strive to master all digital media

3. Strive to master all digital media
• Consumers today are “transmedia”
• More connected, more distracted
• Understand our target group’s
behavior
• Usage of different devices
• media channels
• Switching between them

4. 2. Lead the charge on attribution

5. Lead the charge on attribution
• Create a clear attribution model
• Show impact of different channels
on bottom-line sales
• What we consider as a conversion
• Does the last click counts only?

6. 3. Re-invent lifetime value

7. Re-invent lifetime value
• Do we measure customer lifetime value?
• Cumulative purchase history
• Repeated purchases
• Loyalty
• Personal recommendations
• What is the value of Brand advocacy
• How you can measure that

8. 4. Think and act like a
publisher

9. Think and act like a publisher
• „Traditional” banner campaigns are over
• Line between Content and Marketing is blurred
• Create content discovered by your audience
• Captures attention, compels people to share it.
• Best practice for starters: Make them laugh, take
their breath away, or save them money

10. 5. Get your arms
around your audience data

11. Get your arms around your audience data
• You’re sitting on a gold mine of data
• Brand site, Facebook, Youtube channel,
apps, CRM database
• Understand the behaviour of your
audience and remarket to them
• Use big data oriented analytics tools

12. 6. Think “serendipity”, not “stalking”

13. Think “serendipity”, not “stalking”
• Use your goldmine of data wisely
• Discovery of relevant product
should be the ultimate goal
• Don’t just follow and beg to sell
• Target precisely and Segment your
messages through funnel

14. akoss@thinkdigital.net
facebook.comthinkdigital
thinkdigital.net/blog