Comments on: James and Giant Peach http://battellemedia.com/archives/2008/08/james_and_giant_peach.php?utm_source=rss&utm_medium=rss&utm_campaign=james_and_giant_peach Thoughts on the intersection of search, media, technology, and more. Tue, 21 May 2013 16:33:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: azdırıcı http://battellemedia.com/archives/2008/08/james_and_giant_peach.php#comment-6956 azdırıcı Mon, 11 Aug 2008 18:52:38 +0000 http://battellemedia.com/archives/2008/08/james_and_giant_peach.php#comment-6956 <p>Their marketing departments are currently structured to CONTROL message, not ENTER a conversation. There will need to be a major overhaul of the MarCom structure to change this. Right now, Engagement doesn't have an ROI, and frankly doesn't scale on the level that they are used to. The organizations will collapse on themselves if they have to do what it takes to LISTEN as well as speak.</p> <p>The first big time CMO that cracks this code and truly embraces this will be rock stars of the marketing community in the next decade. They right now are too scared about getting fired to sing more than a few bars.</p> Their marketing departments are currently structured to CONTROL message, not ENTER a conversation. There will need to be a major overhaul of the MarCom structure to change this. Right now, Engagement doesn’t have an ROI, and frankly doesn’t scale on the level that they are used to. The organizations will collapse on themselves if they have to do what it takes to LISTEN as well as speak.

The first big time CMO that cracks this code and truly embraces this will be rock stars of the marketing community in the next decade. They right now are too scared about getting fired to sing more than a few bars.

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