Brian Fetherstonhaugh, the chairman and CEO of OgilvyOne Worldwide, gave a presentation at SES San Jose today titled “The Adaptive CMO: A New Paradigm for Digital Marketing.” In it, Fetherstonhaugh stressed that marketers do indeed need to get online.
Coverage of the SES San Jose conference continues at murdok Videos. Stay with murdok for more notes and videos from the event this week.
Fetherstonhaugh said, “CMOs need a new platform. We grew up with the four Ps of marketing: product, place, price, promotion. . . . The evolution of marketing must move on, from product to experience. From place to everyplace. From price to exchange. From promotion to evangelism.”
As an example of this, he cited a video produced by Ogilvy Toronto for Dove. Called “Evolution,” it’s racked up over nine million views, and as Fetherstonhaugh observed, “cost zero dollars to market” and “helped cause Dove sales to increase by $500 million.”
https://www.youtube.com/watch?v=iYhCn0jf46UThe tricky part was that Dove originally wanted to sue the makers of a parody clip, but came to see it as bringing the company free additional attention.
https://www.youtube.com/watch?v=7-kSZsvBY-AAs for search, Fetherstonhaugh stated, “We were always searching for the Holy Grail in how we approach marketing. I believe in many ways we have found it in search.”
He then named five ways to move search up a CMO’s agenda. First, don’t start by talking about search. Talk about the customer’s journey, instead, and point out search’s role in it. Similarly, step two is to equate search to research.
Next, rather than put down other forms of marketing, Fetherstonhaugh suggested illustrating how search can complement them. Establish some efficient global practices, and finally finish things off by making your search initiatives feel fresh in addition to functional.
