Once upon a time, marketing was a centralized function and the main marketer had effectively single control over brand strategy, image, communication, activation and destiny. Those days are gone.
Now, any day, any moment, any person can influence the brand and the direction of the business. A tweet, a TikTok, a thing that has been said — or not said — that captures the imagination or frustration of socially connected people, can convey the message of even the most strategically bright, well-edited and integrated campaign. Individuals who were once collectively defined as “consumers,” “customers,” or “colleagues” – intentionally or not – are the creators, collaborators, expanders, distributors, critics, barriers, brands, and decision makers and breakers. Today, anyone can be an influential one.
That’s why we named the unofficial number one “anyone” in these 10M Anniversary version Forbes lists the most influential CMOs in the worldA tangible symbol of a decade of change.
We don’t do it as a hoax, or pay homage to the reasoning behind it Personality of the time 2006 Being named “you”. And we certainly don’t want to shy away from the achievements of the recognized major marketers on this year’s list. On the contrary, we acknowledge that today’s CMOs face challenges that are unprecedented, ever-expanding, and unimaginable just over a decade ago — requiring them to rethink old tools, learn new ones, and adapt permanently to change. We think their CEO and CFO
Although this relentless shift in the influence and control of a major marketer did not begin with social media, it has accelerated and codified it, a decade since Forbes first measured CMO influence in 2012.
What has remained unchanged despite the drastic changes is that attention has remained on the impact table. When you’ve never heard of a 16-year-old having a bigger social platform and megaphone than any other brand, marketers must think differently about the relationship between the brand and the audience. Because social megaphones can not only minimize (or, in a good day, expand) the impact of marketing budgets, it also reminds us that marketing message controls have been thinned out, distributed and can be captured — better or worse. One moment, by anyone and by an algorithm.
Any day, regardless of the marketing calendar, campaign or plan, a Nathan Apodoka may find himself working on a skateboard because his truck, which had 330,000 miles in it, broke down. After a while, she grabs her board and a bottle of ocean spray, and skates to work with the Fleetwood Mac track lip sync. To get the job, he He posted a video on TikTok, Where it is viral, affects sales of both Ocean Spray and “Dreams”. Consider that 3 weeks ago, something inspired someone to tweet A word of his love for diet cokeWhere in a few days it has been retweeted almost 50,000 times and more than half a million “likes”.
Consider that a Peloton bikes have been abused in an HBO series Created nearly a week of valuable cultural conversations and calls and responses, for which the company’s CMO, Dara Tracer, this year’s official number one on the Forbes list, has to respond immediately and in various ways to protect the brand and business. Consider that 19% of Spotify users plan to unsubscribe After CEO Daniel left Joe Rogan on a platform. Consider that when a Delta customer service representative on Twitter tells a customer to “calm down” because they need more time to work, it becomes the media’s food that rarely strengthens the brand.Supports you through your travel journey“Positioning.
Again, at any given moment in any given day, anyone can influence the brand and the direction of the business. And while marketers may either embrace it or try to hold on to it, the next one is the marketing equivalent of tilting at windmills, which is why “Someone” is the unofficial number one this year.
This bottom-up practice of influence, although it may at times be unintentional, stands in stark contrast to the literal up-and-down etymological source of the word “effect” which, at 14.M For centuries, it has been defined as “the ethereal force that flows from the stars while they are in a certain position, acting on human character or destiny.” Anyone now (and intentionally or unintentionally) likely to influence what the CMO alone was will only become more and more in a decentralized Web 3 world and marketing landscape and “Headless brand”Appeared both literally and figuratively.
When the impact on the brand and the fate of the purchase is in anyone’s hands and typing fingers, the main-marketers have to think — and finally deploy — their impact is equally different, and perhaps differently about “hiring”. Because in the absence of control, the impact on anyone can increasingly affect all marketers CM and CMOs.
So, as we raise a proverbial lens to the unofficial “someone”, let’s raise another official fifty CMOs who are looking for ways to establish and apply their influence in spite of anyone else.
Seth Matlins, Managing Director, Forbes CMO Network