CMO Summit 2018

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  • CMO Summit:
    Executing Next Generation Marketing Strategies for Today’s Savvy Consumer

    Alvin Bol, Senior Summit Producer of the recent marcus evans CMO Summit 2010, discusses the role of social media in marketing.


    The inaugural marcus evans CMO Summit 2010 held recently at the Gold Coast proved to be a hit amongst the region’s top marketers. The 2010 programme provided a range of interactive platforms and case studies offering diverse perspectives on daily marketing challenges and the growing trend of enterprise social media.

    Australia is at the forefront of sustainability initiatives and one of the major players in the paper manufacturing industry in the country discussed at the summit how they create value when they anticipate or respond to changes in societal needs and expectation – from technological innovations such as the emergence of social networking to the unwinding consequences of financial mismanagement. Trends are the foundations of the company’s marketing strategy, and the emergence and continuing importance of sustainable development as a matter of public and corporate concern is one such influencer in today’s marketing environment. Also highlighted during the presentation was the qualitative and quantitative role sustainability is playing in shaping the ‘Australian Made’ value proposition. The audience was able to understand why a sustainability positioning is far superior to a green positioning, how triple bottom line reporting can deliver competitive advantage, and where the focus of sustainability resources should be.

    A key topic on everyone’s mind was the importance of social media and the effect it had on today’s corporate communication strategies. Five key industry players from Australia’s leading companies shared their experiences on how the explosion of social media was hard to miss. There was a consensus on the fact that sites like Twitter and Facebook have become woven into the fabric of society’s daily media lives. With this in view, the panel discussed how their respective organisations kept up with these developments. They all agreed that it has become increasingly challenging to engage and catch the attention of consumers as they are now exposed to media on multiple fronts. Each panellist shared how they identified the social channel that is right for their strategies, how they crafted a plan that is most appropriate for the channel selected to speak to their audience, and the implementation and maintenance of a relevant presence in the social media scene to continuously engage their customers.

    Kristen Boschma, Head of Online Communications & Social Media at Telstra, shared her views on generating positive exposure by the utilisation of social media. The speaker talked about how online marketing communications are moving towards interactions between individuals and consumers rather than a large company speaking to masses of consumers, which summed up how things are done today rather than the traditional model. Since today’s technologies have enabled individuals to have a voice and very public venue in broadcasting an opinion just as much as big companies do, it is important that large organisations formulate a way in which communications are mutually beneficial. She shared how inclusiveness was very important, and how charting successful implementation of the social media strategy was vital, in addition to measuring ROI and channel performance to identify communication opportunities.

    One of the brands that remain iconic for Australians is ironically American. Despite the recent economic troubles, the brand has remained intact and has bounced back with an optimistic sales figure for 2010, buoyed by a generally positive industry outlook. However, the company’s head of marketing concedes that the automotive industry remains highly competitive, with each brand looking to take a larger slice of the pie. She explained how marketing helped the organisation to succeed in their ambitious goals. The importance of creating an outstanding marketing plan that complements business requirements, leveraging on brand legacy for effective portfolio management, and executing an effective campaign that translates to healthy sales figures, all play a role in keeping the brand in the consumer’s mind.

    The battlefield of growth has certainly changed, explains Iggy Pintado, Director of Marketing, Sustainability & Innovation at UXC Connect. He explained how he does that by employing a unique customer-centric innovation approach. Their spin to ‘putting the customer in the middle of everything we do’ is to put their client’s business outcomes at the heart of their innovation strategies. This allows the company to connect and relate to their customers in a more personal and productive business relationship. At the same time, social media is not to be ignored and the speaker discusses how it plays an important role in making innovation strategies happen. It involves working clients desired achievements into the innovation plan to ensure relevance, employing practical innovation strategies for customers to necessitate ease of deployment and the exploration of how social media impacts the way companies do business today.

    These are just some of the talking points that shot our mind gears into overdrive at the CMO Summit. Attendees were given a superb environment in which ideas and discussions flourished, and one of the ideas that came out was to follow up with a Brand Evolution Summit in 2011, which, among many other key challenges, will address how companies move their marketing efforts from traditional to new media, a great evolution indeed! We look forward to welcoming you there.

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