Here’s an expensive, new media reason why executives and investors don’t respect Marketing, and their company’s CMO.
I’m Tony Compton, Welcome to my Marketing Podcast.
For those running internal new media ventures emphasizing the creation of sales and marketing and company content, listen up! There are a couple of things I want you to know.
A recent New York Times article stated that companies are now spending ‘hundreds of thousands of dollars’ on audio/video equipment, its installation and usage, and the design of new studio space in order to meet the demands of more corporate content — while saving significant money in the process by not outsourcing media production to external agencies.
Yes! Finally. About time. Welcome to the party!
Now… grab your pen and the back of an envelope.
Somebody, somewhere about two weeks after the end of your next quarter will be asking… "What did we get for spending that money?"
Here’s where the calculations begin, the marketing party ends and the lack of marketing respect digs in.
I’ve been critical of those CMOs who pick up the phone and call their ad agency with every single media need because they seemingly can’t create effective content and write, edit, and proof necessary copy and scripts, voiceover that same content, produce creative video, edit, transcribe, tell stories, develop team public speaking and presentation skills, nor understand post-pandemic comprehensive communication business requirements.
All the while the song of the eroding CMO tenure continues to play on the jukebox and many are left asking “Why don’t executives respect Marketing, and the CMO?”
Because CMOs are spending money on media equipment and in-house studios to allegedly save money and to create much needed content. It follows that the CEOs are along for the ride. While investors bankroll the initiatives.
It’s Lights, Camera… More Lights and More Camera… and then… Action!
But actually teaching and coaching and developing the communication skills to use that equipment, in those in-house studios, never seems to be in the plan.
And that’s not even scratching the surface.
Somebody should’ve told marketing, and the CMO, and the CEO that using that media equipment, and those studios, to fuel end of the quarter and annual reports takes effort.
Effort to create that content, which you emphasize, all the time.
We’re beyond just buying equipment and sticking people on camera or microphones. Genuine enablement is the game. Differentiating your media content starts with your people and will have positive ramifications.
I’ll talk more about that on my next podcast. Which will be experienced, down to business and right to the point.
Now That’s a Marketing Podcast!
I’m Tony Compton.