It was a more than sixteen years ago -- how time flies -- that Seth Godin published his little marketing classic, Permission Marketing. The premise of his book: the digital experience is changing the way we engage with customers because customers have more power to manage their relationships with brands.
Measuring the effectiveness of marketing spend in general, and advertising spend in particular, are issues of great importance to CMOs and CFOs. Much work has been done in this area, often referred to as Marketing Performance Measurement (MPM), and Advertising Performance Measurement (APM), respectively.
Back in January of this year in an article entitled Are CMOs Poised To Take Over Technology Purchasing? I wrote that "Whether they (CMOs) are ready or not, technology is fast becoming an inextricable part of the CMO's functions, and they need to participate in making tech decisions in order to determine the ROI for purchases."
The increasing difficulty in differentiating a brand based on price, quality or convenience has actually created a new opportunity -- or dare I say a new imperative -- for all marketers to seek out new ways to make their products matter. One of the most promising new sets of benefits are intrinsic social benefits