Trends Report

Marketing Leaders: Make Marketing Innovation A Mandate

Seed And Source Innovation From Within, Based On A Plan

October 16th, 2009
Mary Beth Kemp, null
Mary Beth Kemp
With contributors:
Brendan McGowan , David Cooperstein

Summary

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and innovation on a consistent basis. CMOs must tie experimentation to a marketing innovation strategy and own the vision for how their company will interact with consumers in the future. To make marketing innovation an expectation rather than an accident, they should challenge their teams to adapt best practices from leaders in product innovation. Marketing leaders should also encourage testing where it's naturally happening to jump-start learning.

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