From the more things change, the more they stay the same department:
At Ad Age's 2004 New York Advertising Week panel, "Money Talks: The view from the CMO's office," Ad Age editor-moderator Scott Donaton noted that the average tenure of a chief marketing officer is 22.9 months -- half that of the average CEO.
Why is marketing so expendable? Said Paul Guyardo, then Kmart's CMO: "We're an easy target. Everybody likes to think they're a marketer and can do our job. It's easier to get rid of us than to adjust the real problems affecting sales."
Well, here we are five years later, and a CMO's job has gotten no easier. Today the pressure is on CMOs to get the company involved in social media. There's a lot of social-media GMOOT -- "Get me one of those" -- in boardrooms across the globe.
The problem is: Social media is harder than it looks and too often everyone thinks he or she can be a social-media expert. But this is a misnomer, much like the one Guyardo noted five years ago. After all, it's easier to throw up a Twitter account or Facebook page than to really effect change and transformation within an organization.
The IWNY festival is an annual celebration of technology's impact on business and culture. This year's festivities will take place from May 19-25 and will attract more than 45,000 business professionals, working across all sectors, attending 250+ events produced in the IWNY HQ and 150+ organized by citywide event partners.Learn more