Adaptation was a strong focus among several of the contributors of our exclusive content on CMO.com over the last couple of weeks. The world is constantly changing, with new technologies disrupting the status quo and consumer expectations continually evolving. What’s relevant today could easily be obsolete a few years from now. Companies that want to maintain their competitive edge and keep up with the increasing rate of change must learn to be adaptable in the face of change.
Dan Brotzel, content director for Sticky Content, explored the meaning of the word “content” in today’s marketing world. Given that content can mean many things to different people, perhaps we need to come up with new ways to talk about what we mean when we say “content.” Brotzel believes this is especially true because the various things we often lump together under the content umbrella “actually fall into different categories.” Marketers need to be prepared to define what content means and be ready to adapt as those definitions change.
Katz Kiely, CEO and founder of Kiely & Co, challenged some of the common assumptions people have about the role of failure. For many companies, the common approach to failure is punishment and blame. However, Kiely says, companies that have this kind of blame culture are “less creative, less innovative, and less profitable” than companies that take a more positive approach to failure. A better way to approach failure is to encourage people to try new things without fear of punishment, and this tends to drive better results.
Greg Jarrett, head of UX at William Hill, challenged businesses to become highly adaptive in order to survive the perpetual rate of change in today’s market. With the changing environment, customer expectations, and technological innovations, businesses need to be flexible and constantly able to adapt to change. This is especially important for meeting the challenges of being a customer-experience-first business.
Phil Thomas, CEO of the Cannes Lions International Festival of Creativity, sat down for an exclusive interview with CMO.com to talk about why CMOs are coming to a festival that isn’t focused on marketing. Because the festival focuses on creativity, Thomas believes marketers keep coming because creativity is what will set companies apart. Marketers want a return on investment, but given the choice between being effective and being creative, most marketers want a combination of both. Thomas also shared how the event has evolved over the last 15 years and adapted to the changing world.
Klaus Sommer Paulsen, CEO and founder of Adventurelab and co-founding partner of CNA | SOPHIS, shared the expectation of consumers to experience something authentically real, even if it isn’t perfect. Consumers want to be able to immerse themselves in a physical setting with all of its sights, sounds, and smells. Paulsen believes that we’re moving toward a world where marketers should focus on an integration of digital and reality.
We hope you’ll take some time to read our exclusive content on CMO.com and learn from some of the leaders in marketing today. Please let us know what you think.