Where Social Strategies Fall Short — With Amber Gallihar Boyes
With so many enticing developments around content and commerce possibilities, it can be tempting to bucket social media in with the rest of your media channels. But failing to carve out a distinct social strategy that mirrors audience behaviors and preferences can result in lost opportunities and diminished business impact. In this episode, Gartner analyst Amber Gallihar Boyes discussed how most successful organizations are adapting their strategies to a more purposeful approach to community building and audience interaction. Amber Gallihar Boyes is a Director Analyst helping equip CMOs and heads of communication with what is needed to grow their organizations and map their path to mastery of reputation and brand management, crisis communications, PR, and social media.As a former practitioner, Amber is highly skilled at navigating complex external organizations to drive communication effectiveness across various audiences and channels. Amber’s experience spans social media, influencer and content marketing, media relations and integrated creative brand campaigns as a former lead counselor at an integrated marketing communications agency.
31 Touko 202237min
Inflated Expectations: What You Should Know About Consumer Spending — With Derek Stubbs
The impact of inflation is all around us: at the pump, in the grocery store, on your favorite airline, and plastered across nearly every headline and — ahem — podcast. Gartner analyst Derek Stubbs draws on proprietary consumer research to illuminate perceptions of — and reactions to — rising prices. Yes, there are anxieties, but consumers of varying income levels experience inflation differently, and marketers and communicators need to build on strategies that don’t always center on price.Derek Stubbs is a Senior Director Analyst with Gartner who provides research and insights on U.S. consumer behaviors with a specific focus on income groups (low-middle income through the affluent); economic issues affecting consumer spending and saving behaviors; and buying and tech platforms, with a specific emphasis on financial services.Stubbs has been with Gartner for more than 10 years. Before that, he spent 15 years in advertising and direct marketing with some of the biggest firms on Madison Avenue. There he has worked on brands in and outside of financial services, with clients as diverse as Hills Pet Nutrition, Chase Manhattan (now JPMorgan Chase), E*TRADE, American Express, the American Institute of Certified Public Accountants, Jaguar Cars and Mercedes Benz.
17 Touko 202235min
What It Takes To Be “Tomorrow’s CMO” — With Kristina LaRocca Cerrone and Alex de Fursac Gash
In this episode, Gartner analyst Alex de Fursac Gash and Gartner advisor Kristina LaRocca Cerrone discuss which skills emerged as must-haves for CMOs through the pandemic. They look at where CMOs need to focus and develop their skills to have an impact, and how evolving your skill set can help move your business.Kristina LaRocca-Cerrone helps enterprise marketers better understand how customers (both B2B and B2C) buy and make decisions. Kristina’s work includes topics like how buying groups research potential suppliers and make purchase decisions, and how to create compelling content marketing aligned to the customer journey. Her work examines how to improve overall digital experiences (in a way that is industry-agnostic) to impact customer behavior, and how to effectively engage in customer journey mapping and persona building. Kristina also covers marketing leadership and strategy, and marketing organization trends.Alex de Fursac Gash is a senior director in Gartner’s Marketing Research and Advisory team. In this role, Alex serves as a thought partner to clients and facilitates a wide range of executive-level discussions for heads of marketing and their teams globally. His responsibilities include advising marketing leaders on their functional objectives, sharing best practices and providing strategic guidance. He also supports senior leaders and their teams in planning and implementing a number of initiatives. Alex facilitates workshops and delivers keynote speeches at Gartner events and other special industry conferences.
3 Touko 202234min
Welcome to the Meh-taverse! — With Kyle Rees and Rachel Steinhardt
In this episode, Gartner experts Kyle Rees and Rachel Steinhardt discuss current and future states of the metaverse, what American consumers are thinking about the metaverse now, and how CMOs should assess their brand’s place in these new virtual worlds. Kyle Rees is a Senior Director Analyst in the Gartner for Marketing Leaders practice. He advises clients in the industrials, chemicals, and aerospace and defense sectors on marketing, digital and brand strategy.Rees has more than 10 years of marketing experience across retail, real estate, hospitality and government. Previously, Rees was part of a team that implemented a CRM modernization project on contract with the U.S. Department of Justice. In addition to this, he led constituent targeting and outreach efforts, conducted audience and customer satisfaction analysis, and designed and launched a cross-channel brand strategy for one of the department’s subagencies.Rachel Steinhardt is Director, Research. Steinhardt manages the Consumer Insights research team and is content leader for the Platforms and Channels core topic within the Consumers and Culture Key Initiative. She leads high-profile, signature consumer research projects from conception through rigorous quantitative and qualitative processes, deriving findings, distilling insights and building teachable deliverables. She helps shape annual Top Trends and Symposium research slates, and coaches researchers and analysts in primary and secondary research methodologies, synthesizing findings into insights and incorporating narrative techniques that best deliver actionable client recommendations.Steinhardt has worked as a technology journalist with a decade of experience covering business tech from Silicon Valley, as well as consumer electronics and web culture for a variety of magazines and popular sites.
19 Huhti 202231min
The Workers Left Behind in a Hybrid World With Elizabeth Barrett
In this episode, Gartner VP of research Elizabeth Barrett discusses those workers most vulnerable to being left behind as we move into a hybrid work future: frontline and essential workers. Organizations have been grappling with accommodating their hybrid workforce — to find a balance between their in-office and at-home workers to ensure productivity and protect culture. But those who never went remote have borne the brunt of the COVID-19 pandemic and are arguably at much greater risk.In this episode, we discuss actionable insights for how to make sure we maintain productivity and engagement among those whose workers never went remote.
5 Huhti 202224min
Is This the End of Customer Data? — With Lizzy Foo Kune
In this episode, Gartner VP analyst Lizzy Foo Kune discusses how marketers should prioritize customer data collection efforts. Marketers continue to invest in the pursuit of a 360-degree view of the customer, despite threats from regulators, obsolete data collection methods, and challenges with customer trust. But what do you — and your customer — get out of it? And how do you ensure you set your organization up for success, given that there are more than 14 technologies that marketers commonly deploy to manage customer data, including the customer data platform (CDP)?
22 Maalis 202230min
