IDG's CMO Magazine Reports the Untold Challenges, Evolving Pressures Chief Marketing Officers Face

New Magazine Delivers Intelligence to Rising, Yet Beleaguered CMOs



Premiere Publication Date: September 2004

Website: http://www.CMOmagazine.com



Aug 30, 2004, 01:00 ET from CXO Media Inc.

    FRAMINGHAM, Mass., Aug. 30 /PRNewswire/ -- CMO magazine, a new business
 publication for chief marketing officers (CMOs), debuts in print and online
 today.  The magazine is devoted to the corporate officers who drive the
 American economy and are responsible for building brands, growing revenues,
 and courting consumer affinity.  The magazine was created to provide CMOs with
 the information and ammunition they need to overcome the demanding challenges
 and mounting pressures they face in today's ultra-competitive, instantaneous
 marketing environment.
     According to CMO Founding Editor in Chief Rob O'Regan, "Our goal is to
 deliver new information and ideas to help marketing strategists better manage
 and integrate a diverse portfolio of marketing disciplines and the intricate
 relationships that surround them.  In a business climate rife with new
 technology, innovative marketing methods, and intense competition, a resource
 brimming with best practices, useful tools, and practical advice is a valuable
 commodity."
     The premiere issue, carrying the cover lines "Pressure? What Pressure?"
 reports how marketing chiefs must prove their worth, what they can anticipate
 in the future, and how the next generation of innovations will affect their
 strategies.  CMOs will recognize their peers' voices throughout, including
 cover subject and General Electric CMO Beth Comstock, who in "The
 Survivalists" talks about surviving the first 100 days on the job:  "There's a
 constant tension between short and long term.  There are some who believe
 marketing only dreams about the future ... "
 
     ISSUE HIGHLIGHTS
 
     Metrics Revolution
     Not long ago, the only metric that mattered to corporations was
 shareholder value.  Then the bubble burst, the economy tanked, and an old word
 crept back into the lexicon -- accountability.  Previously one of the least
 accountable functions in an organization, marketing is entering a brave, new
 world: one that requires a more strategic perspective of marketing
 effectiveness and where numbers often speak louder than words.  According to
 industry experts like Jim Nail, principal analyst at Forrester Research,
 "Measurement continues to be the hardest task in managing marketing
 campaigns."  The challenge at many large companies is getting historically
 decentralized marketing groups to agree on a common set of metrics.  Managing
 Editor Elaine Cummings reports the challenge of marketing in a world ruled by
 return on investment (ROI).
 
     Future Shock
     In Future Shock, writer Fred Hapgood uncovers five technological advances
 that could change the face of marketing, and consumer-product interaction,
 forever.
     Internet data mining:  Technology that rips through huge numbers of
 websites, blogs, lists, groups, and forums can provide a powerful window into
 the "thinking" of the consumer marketplace.  Marketers can harness this
 emerging and evolving search technology to look for descriptions of and
 references to products, services and companies to measure more effectively
 what consumers really want.
     Virtual worlds:  Online 3-D landscapes, where users are the population,
 have real economies and produce real results are fertile ground for tech-savvy
 marketers seeking a new twist on focus groups.  One marketing agency, for
 instance, uploads clothes and other products into one of these 3-D 24/7
 synthetic worlds to learn how people buy, accessorize and use them, resulting
 in instant market feedback.
     Decision markets:  Technological platforms for developing, operating and
 administering prediction markets to guide product decision making are on the
 rise, and organizations such as Eli Lilly, Microsoft and Intel are testing
 this fresh concept.  Despite these efforts, decision markets remain a delicate
 issue.  Witness last summer's controversial terrorist futures market, which
 the Pentagon abandoned after it became public.  CMO magazine reports companies
 will kick the tires on decision markets until they are an accepted marketing
 tool, stating, "You don't walk away from a crystal ball."
     Neuromarketing:  This emerging technology, which utilizes video MRI
 technology to track consumers' brain activity, is allowing marketers to tap
 the subconscious like never before.  The BrightHouse Neurostrategies Group, a
 marketing firm in Atlanta, has made the mapping of mental conditions
 associated with product purchasing the center of its business model.  Other
 companies are test-piloting neuromarketing techniques to illuminate consumers'
 brand selection process from within.
     Automated behavior recognition:  Technology with roots in the security
 industry is being transformed to assist retail marketers better understand
 environmetrics-how customers move about a store, for example, and how the
 store's environment affects the manner in which they make their purchases.
 Sorensen Associates, a marketing research company in Oregon, has begun
 retrofitting grocery stores with systems using RFID tags to map the motions of
 shopping carts; this is just one example of how marketing executives can tap
 into technology to understand the product selection process better -- and
 translate that knowledge into sales success.
 
     Buzz:  Hot or Not?
     In the first of its regular departments on marketing trends, CMO magazine
 reports on new innovations and other offbeat concepts.
     Hot Dog!:  Pet marketing is big business.  According to the American Pet
 Products Manufacturers Association, while other sectors have suffered the
 effects of a weak economy, pet spending has doubled from $17 billion in 1994
 to a projected $34.3 billion for 2004, which makes the pet industry larger
 than both the toy and candy industries.  This is sweet news to dog marketers
 such as Tom O'Leary, owner of Dog Spa, an upscale dog boutique -- complete
 with bakery and jewelry section.
     Spyware vs. Spyware:  Software snooping sneaks into the legislature, as
 efforts to stop electronic data mining heat up and lawmakers line up to smack
 down this bothersome byproduct of online commerce.  But there's just one
 problem: To snuff out Web tracking programs, spyware legislation could
 criminalize many common tools and techniques already in use, stifling online
 commerce -- not exactly the intent of the law.
     Death, Electricity and Marketing:  AC/DC currents (the electrical
 phenomenon, not the band) are more interesting than you might think.  When
 Thomas Edison first began promoting the use of direct current instead of
 alternating current in the 19th century, an electricity war exploded.  The
 resulting marketing fallout between Edison (DC) and George Westinghouse (AC)
 rivaled anything the Cola wars could produce, including the electrification of
 a Coney Island elephant named Topsy ... .
 
     About CMO Magazine:
     CMO magazine and its companion website, http://www.CMOmagazine.com (live
 in June 2004), provide chief marketing officers and other marketing executives
 with high-level information to help them better manage all the pieces of the
 marketing function.  The magazine provides its executive readers with a mix of
 practitioner-based case studies, useful tools and practical advice.  Like its
 award-winning sister publications from CXO Media (e.g., CIO magazine for chief
 information officers; CSO magazine for chief security officers), CMO also
 provides its audience with a better understanding of the role information
 technology plays in justifying value and return on investment (ROI).  The
 magazine and its online resource cater exclusively to the unique needs of CMOs
 in medium- to large-size organizations, across all industries.
 
     About CXO Media:
     CXO Media is a subsidiary of International Data Group (IDG), the world's
 leading technology media, research and event company.  A privately-held
 company, IDG publishes more than 300 magazines and newspapers including Bio-IT
 World, CIO, CSO, Computerworld, GamePro, InfoWorld, Network World, and PC
 World.  The company features the largest network of technology-specific
 websites with more than 400 around the world.  IDG is also a leading producer
 of more than 170 computer-related events worldwide including LinuxWorld
 Conference & Expo(R), Macworld Conference & Expo(R), DEMO(R), and IDC
 Directions.  IDC provides global market research and advice through offices in
 50 countries.  Company information is available at http://www.idg.com.
 
 

SOURCE CXO Media Inc.
    FRAMINGHAM, Mass., Aug. 30 /PRNewswire/ -- CMO magazine, a new business
 publication for chief marketing officers (CMOs), debuts in print and online
 today.  The magazine is devoted to the corporate officers who drive the
 American economy and are responsible for building brands, growing revenues,
 and courting consumer affinity.  The magazine was created to provide CMOs with
 the information and ammunition they need to overcome the demanding challenges
 and mounting pressures they face in today's ultra-competitive, instantaneous
 marketing environment.
     According to CMO Founding Editor in Chief Rob O'Regan, "Our goal is to
 deliver new information and ideas to help marketing strategists better manage
 and integrate a diverse portfolio of marketing disciplines and the intricate
 relationships that surround them.  In a business climate rife with new
 technology, innovative marketing methods, and intense competition, a resource
 brimming with best practices, useful tools, and practical advice is a valuable
 commodity."
     The premiere issue, carrying the cover lines "Pressure? What Pressure?"
 reports how marketing chiefs must prove their worth, what they can anticipate
 in the future, and how the next generation of innovations will affect their
 strategies.  CMOs will recognize their peers' voices throughout, including
 cover subject and General Electric CMO Beth Comstock, who in "The
 Survivalists" talks about surviving the first 100 days on the job:  "There's a
 constant tension between short and long term.  There are some who believe
 marketing only dreams about the future ... "
 
     ISSUE HIGHLIGHTS
 
     Metrics Revolution
     Not long ago, the only metric that mattered to corporations was
 shareholder value.  Then the bubble burst, the economy tanked, and an old word
 crept back into the lexicon -- accountability.  Previously one of the least
 accountable functions in an organization, marketing is entering a brave, new
 world: one that requires a more strategic perspective of marketing
 effectiveness and where numbers often speak louder than words.  According to
 industry experts like Jim Nail, principal analyst at Forrester Research,
 "Measurement continues to be the hardest task in managing marketing
 campaigns."  The challenge at many large companies is getting historically
 decentralized marketing groups to agree on a common set of metrics.  Managing
 Editor Elaine Cummings reports the challenge of marketing in a world ruled by
 return on investment (ROI).
 
     Future Shock
     In Future Shock, writer Fred Hapgood uncovers five technological advances
 that could change the face of marketing, and consumer-product interaction,
 forever.
     Internet data mining:  Technology that rips through huge numbers of
 websites, blogs, lists, groups, and forums can provide a powerful window into
 the "thinking" of the consumer marketplace.  Marketers can harness this
 emerging and evolving search technology to look for descriptions of and
 references to products, services and companies to measure more effectively
 what consumers really want.
     Virtual worlds:  Online 3-D landscapes, where users are the population,
 have real economies and produce real results are fertile ground for tech-savvy
 marketers seeking a new twist on focus groups.  One marketing agency, for
 instance, uploads clothes and other products into one of these 3-D 24/7
 synthetic worlds to learn how people buy, accessorize and use them, resulting
 in instant market feedback.
     Decision markets:  Technological platforms for developing, operating and
 administering prediction markets to guide product decision making are on the
 rise, and organizations such as Eli Lilly, Microsoft and Intel are testing
 this fresh concept.  Despite these efforts, decision markets remain a delicate
 issue.  Witness last summer's controversial terrorist futures market, which
 the Pentagon abandoned after it became public.  CMO magazine reports companies
 will kick the tires on decision markets until they are an accepted marketing
 tool, stating, "You don't walk away from a crystal ball."
     Neuromarketing:  This emerging technology, which utilizes video MRI
 technology to track consumers' brain activity, is allowing marketers to tap
 the subconscious like never before.  The BrightHouse Neurostrategies Group, a
 marketing firm in Atlanta, has made the mapping of mental conditions
 associated with product purchasing the center of its business model.  Other
 companies are test-piloting neuromarketing techniques to illuminate consumers'
 brand selection process from within.
     Automated behavior recognition:  Technology with roots in the security
 industry is being transformed to assist retail marketers better understand
 environmetrics-how customers move about a store, for example, and how the
 store's environment affects the manner in which they make their purchases.
 Sorensen Associates, a marketing research company in Oregon, has begun
 retrofitting grocery stores with systems using RFID tags to map the motions of
 shopping carts; this is just one example of how marketing executives can tap
 into technology to understand the product selection process better -- and
 translate that knowledge into sales success.
 
     Buzz:  Hot or Not?
     In the first of its regular departments on marketing trends, CMO magazine
 reports on new innovations and other offbeat concepts.
     Hot Dog!:  Pet marketing is big business.  According to the American Pet
 Products Manufacturers Association, while other sectors have suffered the
 effects of a weak economy, pet spending has doubled from $17 billion in 1994
 to a projected $34.3 billion for 2004, which makes the pet industry larger
 than both the toy and candy industries.  This is sweet news to dog marketers
 such as Tom O'Leary, owner of Dog Spa, an upscale dog boutique -- complete
 with bakery and jewelry section.
     Spyware vs. Spyware:  Software snooping sneaks into the legislature, as
 efforts to stop electronic data mining heat up and lawmakers line up to smack
 down this bothersome byproduct of online commerce.  But there's just one
 problem: To snuff out Web tracking programs, spyware legislation could
 criminalize many common tools and techniques already in use, stifling online
 commerce -- not exactly the intent of the law.
     Death, Electricity and Marketing:  AC/DC currents (the electrical
 phenomenon, not the band) are more interesting than you might think.  When
 Thomas Edison first began promoting the use of direct current instead of
 alternating current in the 19th century, an electricity war exploded.  The
 resulting marketing fallout between Edison (DC) and George Westinghouse (AC)
 rivaled anything the Cola wars could produce, including the electrification of
 a Coney Island elephant named Topsy ... .
 
     About CMO Magazine:
     CMO magazine and its companion website, http://www.CMOmagazine.com (live
 in June 2004), provide chief marketing officers and other marketing executives
 with high-level information to help them better manage all the pieces of the
 marketing function.  The magazine provides its executive readers with a mix of
 practitioner-based case studies, useful tools and practical advice.  Like its
 award-winning sister publications from CXO Media (e.g., CIO magazine for chief
 information officers; CSO magazine for chief security officers), CMO also
 provides its audience with a better understanding of the role information
 technology plays in justifying value and return on investment (ROI).  The
 magazine and its online resource cater exclusively to the unique needs of CMOs
 in medium- to large-size organizations, across all industries.
 
     About CXO Media:
     CXO Media is a subsidiary of International Data Group (IDG), the world's
 leading technology media, research and event company.  A privately-held
 company, IDG publishes more than 300 magazines and newspapers including Bio-IT
 World, CIO, CSO, Computerworld, GamePro, InfoWorld, Network World, and PC
 World.  The company features the largest network of technology-specific
 websites with more than 400 around the world.  IDG is also a leading producer
 of more than 170 computer-related events worldwide including LinuxWorld
 Conference & Expo(R), Macworld Conference & Expo(R), DEMO(R), and IDC
 Directions.  IDC provides global market research and advice through offices in
 50 countries.  Company information is available at http://www.idg.com.
 
 SOURCE  CXO Media Inc.