by Lori Berson | Sep 11, 2024 | Creative Services, Marketing, Marketing Strategy
Creativity isn’t just a luxury; it’s a necessity. Whether you are a business owner or a marketer, the need to stand out from the competition and create a memorable brand experience is more pressing than ever. One of the smartest ways to enhance your company’s creative capacity is by bringing in a fractional Chief Creative Officer (CCO). This role is particularly valuable in delivering expert guidance without the full-time cost commitment, ensuring that your marketing strategies are aligned with your business goals and fueled by innovative ideas.
The Creative Edge That Sets You Apart
In an age where businesses are constantly competing for attention, creativity is often the defining factor that sets successful companies apart. A Fractional CCO provides fresh, innovative perspectives that can help breathe new life into your marketing campaigns. Their expertise allows them to identify creative opportunities that might be overlooked by internal teams focused on day-to-day operations.
Hiring a fractional CCO ensures you have a creative leader who can help your brand stay ahead of trends, enabling your business to not only keep up with competitors but to set the pace. They bring a wealth of industry experience, and their role is about more than just generating ideas—it’s about executing them in a way that drives real, measurable results. The ripple effect of having such creative leadership ensures that your brand maintains relevance and positions itself as a leader in the market.
Flexibility and Cost-Effectiveness
Hiring a full-time creative executive may not be feasible for many companies, especially when marketing budgets are stretched thin. A Fractional CCO offers a flexible, scalable solution that provides access to top creative talent without the long-term commitment. They integrate seamlessly with your team, injecting fresh ideas that are tailor-made for your brand’s unique needs. This flexibility ensures that your creative strategy adapts quickly to market shifts and emerging trends, keeping your business ahead of the competition.
This approach not only keeps costs down but ensures that your business is always equipped with the right creative leadership at critical moments. You get the benefit of strategic insights and high-quality creative work without the overhead of a permanent team member.
Strategic Creative Alignment Across the Organization
A Fractional CCO’s influence extends beyond just the marketing department. They play a pivotal role in aligning creativity with business strategy across various departments. From product development to customer service, a CCO ensures that every aspect of your business embodies your brand’s creative vision. By aligning efforts across departments, they create a unified brand experience that resonates with customers at every touchpoint.
For instance, by collaborating with sales and operations, a fractional CCO can ensure that creative ideas are not only innovative but also executable and scalable. Their ability to bridge the gap between departments creates a more cohesive and consistent brand message, which ultimately strengthens your market positioning.
Speeding Up Results with Long-Term Vision
One of the greatest advantages of working with a Fractional CCO is their ability to deliver quick results while keeping an eye on long-term goals. While they can quickly assess your current creative assets and identify opportunities, they also focus on building sustainable strategies that ensure ongoing success. Whether it’s optimizing your current campaigns or reimagining your brand, their impact is felt immediately. At the same time, their long-term vision ensures that these early successes build the foundation for sustainable growth.
In marketing, the right creative decisions can be the difference between a good year and a great one. A Fractional CCO brings the expertise to guide these decisions while also future-proofing your marketing efforts, ensuring that your brand continues to grow.
Why Your Business Needs a Fractional CCO
Hiring a Fractional Chief Creative Officer is a powerful way to drive creativity, innovation, and growth in your business. They offer expert-level insights, ensuring that your marketing strategies are not only aligned with your business goals but also creatively inspiring. For business owners and marketers looking to stay ahead in an increasingly competitive marketplace, a fractional CCO can help you achieve sustainable success by leveraging creativity as a competitive advantage.
Ready to lead with creativity? Schedule a call or email Lori at lberson@BersonDeanStevens.com to help guide your next marketing campaign and witness the transformative impact creativity can have on your business.
BersonDeanStevens (BDS) has been developing creative results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results. Whether you’re looking for a fractional CMO and/or CCO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource. Client list.
by Lori Berson | Aug 12, 2024 | Marketing, Marketing Strategy
In 2023, the average CMO tenure at top US advertisers was three years and one month, significantly lower than a decade ago, according to data from Spencer Stuart. With high turnover, tight marketing budgets, and new technologies like generative AI, companies are hiring fractional CMOs—contracted marketing leaders who provide part-time, strategic, and implementation services.
Fractional CMOs integrate deeply into companies, unlike marketing agencies or interim CMOs. They typically work with smaller firms that can’t justify a full-time CMO and provide strategic leadership on a part-time basis to increase efficiency and productivity, avoiding time-draining tasks. This model is becoming increasingly popular, providing companies with access to senior marketing expertise without the commitment of a full-time executive salary.
Companies can find fractional CMOs through LinkedIn or fractional CMO networks, but they should clearly understand their needs first. Some fractional CMOs specialize in strategy, requiring additional hires for execution. Firms should look for CMOs who can both strategize and implement.
Skills specialization is crucial, especially with generative AI. Hayden Brown, CEO of Upwork, emphasizes the need for top-level AI expertise in companies. Fractional CMOs can fill this role, particularly during periods of rapid change, such as business model shifts, new product introductions, or preparations to go public.
Fractional CMO Advantages
- Expertise on Demand: Fractional CMOs bring a wealth of experience from diverse industries and backgrounds, offering fresh perspectives and innovative solutions.
- Cost Efficiency: With the ability to hire on a part-time or project basis, companies can manage budgets more effectively while still leveraging top marketing talent.
- Flexibility and Scalability: The fractional engagement allows businesses to adapt quickly to market changes and scale marketing efforts up or down based on current needs and budgets.
Potential Challenges
While the benefits are significant, there are some challenges to consider:
- Cultural Fit: A Fractional CMO might not be as embedded in the company culture, which can impact team dynamics and long-term strategy alignment.
- Divided Attention: Managing multiple clients can lead to conflicts in prioritization and focus, potentially diluting the impact on your business.
Choosing the Right Fractional CMO
Selecting the right Fractional CMO involves a strategic alignment with your company’s vision and goals. It’s crucial to define clear objectives and success metrics from the beginning and ensure regular communication and stakeholder engagement to maximize the effectiveness of the partnership.
For businesses navigating critical transformations or looking to scale efficiently without the overhead of a full-time position, a Fractional CMO is an excellent investment. By understanding both the benefits and potential pitfalls, companies can make informed decisions that align with their long-term marketing strategies and overall business objectives.
Ready to elevate your marketing strategy without the overhead of a full-time executive? Schedule a call or email Lori at lberson@BersonDeanStevens.com to discover how a Fractional CMO can drive your business forward.
BersonDeanStevens (BDS) has been developing creative results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results. Whether you’re looking for a fractional CMO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource. Client list.
by Lori Berson | Aug 6, 2024 | Marketing, Marketing Strategy, Social Media
It’s easy to get caught up in the latest artificial intelligence (AI) tools and advanced technologies and overlook the power of human creativity and artistic expression in marketing. However, these elements could be your secret weapons for gaining a significant edge over your competitors. Here’s why infusing creativity and art into your marketing is more crucial than ever.
Breaking Through the Digital Noise
In today’s oversaturated digital space, we are bombarded with countless ads and messages daily. Creative, artistically driven campaigns cut through this noise, capturing attention in ways that standard, AI-generated content simply can’t match. By presenting your brand in a unique, visually striking manner, you’re more likely to stop the scroll and engage your audience. Example: Apple’s “Shot on iPhone” campaign.
Emotional Connection: The Ultimate Differentiator
While AI can analyze data and optimize campaigns, it struggles to replicate human emotions. This is where the human touch shines. Creativity taps into the emotional core of your audience, creating connections that go beyond mere transactions. This emotional resonance builds brand loyalty, encourages word-of-mouth marketing, and creates a customer base that chooses your brand not just for its products and/or services, but for its identity and values. Example: Dove’s “Real Beauty” campaign.
Memorable Brand Identity
In a sea of similar products and services, a creatively crafted brand identity stands out. Artistic elements in your marketing – through visual design, storytelling, or imaginative campaigns – make your brand more memorable and enhance the overall customer experience, differentiating your brand in ways that technology alone cannot. This translates directly into a competitive advantage, as customers are more likely to recall and choose your brand when making purchasing decisions. Example: Nike’s “Just Do It” campaign.
The Human Touch in a Tech-Driven World
As automation and AI become more prevalent in marketing, the human elements of creativity and artistic expression become even more valuable. By emphasizing creativity and art in your marketing, you signal to your customers that there are real people behind your brand—people with imagination, empathy, and a genuine desire to connect. This human touch can be a powerful differentiator in a market where many brands may come across as cold or impersonal. Example: Slack’s hand-drawn illustrations.
Innovation that AI Can’t Replicate
Truly groundbreaking ideas often come from creative leaps that AI can’t make. With artistic thinking, you’re more likely to develop innovative campaigns, products, and services that set new industry standards. This innovation-driven approach positions your brand as a leader rather than a follower. Example: the British Airways ‘Windows’ campaign.
Balancing Art and Analytics
The most effective marketing strategies combine the insights of data analytics with the impact of creative expression. While your competitors might rely heavily on data-driven decisions, your edge comes from interpreting that data through a creative lens, resulting in campaigns that are both targeted and inspirational. Example: Netflix’s personalized recommendations and artwork.
Cost-Effectiveness
Contrary to popular belief, creative campaigns don’t always require big budgets. A truly innovative idea can generate significant buzz and engagement without the need for extensive advertising spend. This cost-effectiveness can provide a substantial competitive advantage, especially for smaller brands competing against larger, well-funded competitors. Example: Airbnb’s “Made Possible by Hosts” campaign uses user-generated content to showcase the experiences of guests at various properties.
Increased Shareability
Creative content is inherently more shareable on social media platforms. When people encounter something unique, visually appealing, or emotionally resonant, they’re more likely to share it with their networks. This organic spread can dramatically increase your reach without additional cost, amplifying your marketing efforts far beyond your initial audience. Example: The Museum of Ice Cream pop-up museum.
Enhanced Perceived Value
A well-designed presentation can elevate the perceived value of your products or services. When marketing materials are thoughtfully designed and creatively executed, they can make your offerings appear more premium or desirable. This perceived value can justify higher price points and improve profit margins. Example: Tiffany & Co.’s blue box.
Improved Employee Engagement
A focus on creativity in marketing can have positive ripple effects throughout your organization. When employees see their company producing innovative, artistic campaigns, it can boost morale and encourage a culture of creativity. This can lead to increased employee engagement and productivity across departments, indirectly strengthening your competitive position. Example: the Zappos “Delivering Happiness” initiative.
Enhanced Customer Loyalty
Creativity in marketing doesn’t just attract new customers; it helps retain existing ones. When your brand consistently delivers creative, engaging content, it gives customers more reasons to stay connected with your brand beyond just your products or services. This enhanced loyalty can significantly reduce customer churn. Example: Starbucks’ “Starbucks Rewards” loyalty program.
Differentiation in Saturated Markets
In markets where products or services are similar, creativity becomes a key differentiator. A unique marketing approach can set your brand apart even when your offerings are comparable to competitors. This differentiation can be the deciding factor for customers choosing between similar options. Example: Method’s cleaning products and branding.
Tackling Complex Topics
Some products, services, and brand messages can be complex or technical. Creative approaches in marketing can simplify these complexities, making them more accessible and understandable to a broader audience. This ability to communicate complex ideas effectively can give you an edge, especially in knowledge-intensive industries. Example: Duolingo simplifies language learning through gamification and a friendly mascot.
The Competitive Power of Creativity
In the AI-driven future of marketing, creativity is not just a nice to have; it’s an essential competitive advantage. By infusing your marketing strategies with creative thinking and artistic expression, your brand can create marketing campaigns that not only sell products and services but also inspire, engage, and leave a lasting impact on your audience – giving you a powerful edge over competitors who may be relying solely on data and algorithms.
According to Dentsu Creative’s 2024 CMO Report, 83% of global CMOs believe that creative ideas can transform businesses and 81% see creativity as more important to their business than ever.
Ready to gain a competitive advantage with the power of creativity? To get started, schedule a call or email Lori at lberson@BersonDeanStevens.com.
BersonDeanStevens (BDS) has been developing creative results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results. Whether you’re looking for a fractional CMO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource. Client list.
by Lori Berson | Jul 30, 2024 | Marketing, Marketing Strategy, Social Media
The YouGove US Social Media Report 2024 provides a detailed analysis of the current social media environment, highlighting generational trends, gender differences, platform usage patterns, and brand preferences. Below is a concise overview of the key findings.
Generational Trends in Social Media Usage
- Younger Generations: Gen Z and Millennials dominate TikTok and Snapchat, attracted by engaging, dynamic content.
- Older Generations: Facebook remains popular among Gen X and Baby Boomers, primarily for staying in touch with friends and family.
Gender Differences in Social Media Use
- Female Users: Predominantly use TikTok, Snapchat, Instagram, and Facebook.
- Male Users: More active on X (formerly Twitter).
Platform Usage Patterns
- Facebook: Used mainly to keep in contact with friends (75%).
- X (Twitter): Popular for news updates (57%).
- TikTok: Primarily for entertainment (49%).
Gen Z’s Attitudes and Behaviors
- Increased Usage: 62% spend more time on social media than a year ago; 54% feel it positively impacts their lives.
- Concerns: 67% worry about the time spent on social media.
- Digital Preference: Prefer online interactions over in-person ones, more so than older generations.
Brand Preferences Among Social Media Users
- Popular Brands: Spotify and Nike are highly favored on Snapchat and TikTok.
- Platform-Specific Preferences: Each social media platform has distinct brand loyalties, essential for targeted marketing.
To effectively tailor social media strategies, businesses need to understand generational and gender differences, usage patterns, and brand preferences. This insight helps organizations make informed decisions on where to allocate marketing resources. Targeting the right platforms enables brands to reach and engage their desired audiences efficiently.
Key Takeaway
Knowing your audience and customizing strategies to their unique preferences and behaviors is essential for building strong, lasting connections on social media.
About the Data: The results concerning the demographic makeup of weekly social media users are based on an April survey of 10,400 US consumers.
BersonDeanStevens (BDS) has been developing results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results.
Whether you’re looking for a fractional CMO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource.
Ready to take your social media marketing to the next level? To get started, schedule a call or email Lori at lberson@BersonDeanStevens.com.
BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.
by Lori Berson | Jul 1, 2024 | AI, artificial intelligence, Marketing, Marketing Strategy
Artificial Intelligence (AI) is revolutionizing every aspect of marketing, offering a range of practical applications that can streamline processes, enhance personalization and customer engagement, and improve decision-making. However, it’s essential to understand both the benefits and limitations of AI to leverage its full potential effectively. Below are some of the practical applications of AI in marketing and the constraints to be aware of.
Practical Applications
- Data Cleaning
AI tools can automate the process of cleaning and organizing large datasets, ensuring accuracy and reliability for analysis.
Prompt: “Clean and standardize this dataset of customer contact information, removing duplicates and formatting inconsistencies.“
-
Accelerating Creativity and Ideation
AI can help brainstorm ideas for content, ad campaigns, and more, providing fresh perspectives and reducing creative blocks.
Prompt: “Provide five unique content ideas for a social media campaign promoting [product or service].”
-
Personalized Outreach
AI enables personalized email marketing campaigns by analyzing customer data to tailor messages.
Prompt: “Create a personalized email template for customers who have abandoned their shopping carts.”
-
Refreshing Content
AI can update and repurpose existing content to keep it relevant and engaging.
Prompt: “Revise this two-year-old blog post to include the latest 2024 industry trends and data.”
- Sentiment Analysis
AI tools can analyze customer feedback and social media posts to gauge public sentiment toward a brand or product.
Prompt: “Analyze the sentiment of these customer reviews and summarize the overall customer perception for our latest product release.”
-
Chatbots
AI-powered chatbots can handle customer inquiries, provide support, and enhance user experience on websites.
Prompt: “Set up a chatbot script to handle common customer service questions about shipping and return policies.”
-
Meeting Note Transcriptions
AI can transcribe and summarize meeting notes, making information easily accessible and actionable.
Prompt: “Transcribe and summarize the key points from this marketing team meeting recording.”
-
Video and Audio Editing
AI tools can edit video and audio files, adding effects, transitions, and enhancements quickly and efficiently.
Prompt: “Edit this video footage to create a 30-second promotional clip, including background music and captions.”
Prompting Tips
- Explain the task or problem as you would to a person. Treat AI as your assistant.
- Use examples to illustrate what you want.
- Give the model a “role” and tell it about your target audience.
- For detailed prompting tips, download our Prompting Frameworks.
Limitations of AI
- Factual Accuracy
- High-Level Strategy
- Reasoning and Logic
- Understanding Context
- Handling Uncommon Scenarios
- Humor
- Emotional Intelligence
- Consistency
- Representing Marginalized Groups
- Privacy
While AI is good for routine, repetitive, and data-driven tasks, it lacks the creativity, experience, and perception required to develop and implement viable, successful marketing experiences. Effectively using AI is all about balance; balance between the integration of AI and the experience and know-how of marketing professionals.
BersonDeanStevens (BDS) has been developing results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results.
Whether you’re looking for a fractional CMO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource.
Ready to take your marketing to the next level with AI? To get started, schedule a call or email Lori at lberson@BersonDeanStevens.com.
BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.
by Lori Berson | Jun 25, 2024 | Marketing, Marketing Strategy
In the latest analysis of marketing budgets, advertising has emerged as the largest expenditure for marketers worldwide. According to Salesforce’s State of Marketing report, B2B and B2C marketers allocate more of their budgets to advertising than any other resource. This trend underscores the critical role of paid media in reaching and engaging target audiences effectively.
Key Findings
- Budget Allocation: B2B marketers allocate 19% of their budgets to advertising, while B2C marketers allocate an even higher 22%. This marks an increase from 2022, with ad spend rising by 3% for B2B and 4% for B2C marketers.
- Comparison with Other Expenses: In contrast, spending on agency support has decreased, now at 10% for B2B and 12% for B2C marketers. This suggests a shift in priorities towards direct advertising efforts.
- Content and Technology: Content remains a significant expenditure, accounting for 17% of B2B budgets and 19% of B2C budgets. Additionally, tools and technology claim 16% and 17% of the budgets for B2B and B2C marketers, respectively.
Gartner’s research aligns with these findings, noting an increase in paid media’s share at the expense of marketing technology, agencies, and labor since 2018.
Tools in Use
Marketers are utilizing an average of eight different tools and technologies, with marketing analytics/measurement tools (88%), customer relationship management systems (86%), and ad platforms (80%) being the most common.
Account Based Marketing (ABM)
B2B and B2B2C marketers allocate 14% of their budgets to account-based marketing (ABM). Interestingly, B2B marketers report a focus on customer acquisition (60%), product-led growth (48%), and upselling (48%), rather than solely on deepening relationships with existing customers.
Customer Focus
Among B2B respondents, 78% market to accounts, 65% to opportunities, and 64% to leads. However, the primary use of ABM is for new customer acquisition rather than maintaining existing relationships.
The trend towards increased ad spend indicates a shift in how marketers are prioritizing their budgets. As the digital landscape evolves, marketers are investing more in direct advertising methods, leveraging various tools to optimize their campaigns and reach their target audiences effectively. This focus on paid media underscores its growing importance in the marketing mix and the strategic adjustments marketers are making to stay competitive.
Data: The results are based on a global survey of 4,850 marketers across B2B (25%), B2C (50%), and B2B2C (25%) business models. Some 39% held the role of CMO (12%), VP or equivalent (27%).
Need assistance with your marketing strategy? To get started, schedule a call or email Lori at lberson@BersonDeanStevens.com.
BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.