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During my first six months as Adweek’s Chief Content Officer, I have thought a lot about the role of marketers in the global economy and the future of our business.
Given the state of the world and our industry, it’s easy to explain why. In 2022, chief marketing officers and their organizations face one crisis after another. The trajectory of climate change is becoming increasingly dire: supply chain shortages, sustained inflation, and geopolitical risks. Considering the new threats to brand safety posed by the uncertainty surrounding social media platforms, it’s clear that the marketer’s job is huge and getting more difficult every day.
As I watched these developments closely, I marveled at the resilience of our community. has demonstrated the power of marketing to drive change in The role of CMO has been subject to constant reinvention over the last decade, but it was his CMO who emerged from the early pandemic and has the broadest authority of any other C-Suite member. did. When the economy slowed and people were stuck at home, marketers had to work on creating new value for their customers and using new technologies to transform the customer experience. And despite all the challenges of 2022, that important work they are doing continues today more boldly than ever.
Now, as we look to 2023 and the possibility of a recession, marketing budgets are under attack again. I’ve seen this story unfold. It seems that every time the economy takes a turn for the worse, marketing budgets are cut first. When this happens, marketers have to do more with less, amidst the chaos and volatility.
For all these reasons and more, Adweek must recommit itself to serving marketers.
Adweek must remain an important resource for marketers, especially in this era of economic upheaval. Don’t just report the news of the day. We need to provide actionable insights, advice, and connections across our community to help marketers grow their businesses and careers. We need to help marketers stay ahead of the pace of change.
The important thing is that we have to keep the focus on people. I often have to remind myself that it’s not the company that makes the decisions, it’s the people who work for them. That’s why we need to humanize marketing again by focusing on stories from real people doing real marketing. One thing I’ve learned from my publishing career is that people want to read about other people. The more fundamentally human it is, the better.
In this back-to-basics spirit, we are unafraid of how we cover the industry. Marketers are constantly trying to innovate to grow their business. It defines our industry. It’s the driving force behind bringing groundbreaking ideas to the world. But not everything goes well. We need to be honest and transparent with ourselves and our readers about that. There are always important lessons to be learned from what went wrong. At Adweek, we focus on what didn’t work with the same rigor as we focus on what worked.
How we serve marketers
Adweek’s mission is to “inspire, connect, guide and shape the future of the global marketing community”. But, like any global marketing campaign, delivering on this mission statement depends on its execution. So how does it help marketers?
Discover new pockets of opportunity and business growth with a focus on disruptive talent, technology and strategy because disruption is a perpetual reality. We enable our community to transform the latest trends, developments and insights into actionable information to help them overcome disruption and become disruptors.
In dire situations, unlikely partnerships and alliances can be lifeblood. Focuses on how CMOs and other components of the marketing industry work together to drive real, meaningful, and lasting change.
With marketing budgets at stake, progress as an industry in Diversity, Equality, Inclusion and Accessibility (DEIA) could be lost if we are not careful. “We’re starting to fall back again,” his Lewis Williams, Weber Shandwick’s head of impact for brands, said recently. This is a serious concern. Imagine what would happen if DEIA was deprioritized in your marketing organization. Its effects can be devastating. As such, we will take even greater editorial care and rigor in our marketing practices to ensure equal access to information, resources and opportunities for all, especially those who are marginalized. Through interviews, we don’t just tell you about new initiatives. In tough economic times he provides readers with a viable blueprint for advancing the DEIA agenda.
When it comes to marketing budgets, we will focus on new data, tools and research that define people, process measurement and industry success. As Chief Financial Officers, Chief Operating Officers and Chief Executive Officers seek greater clarity on their marketing spend, the latest trends and trends to help marketers innovate how they measure their behavior We will endeavor to provide insight.
Of course, growth is at the top of everything. When we focus on marketers, we also focus on business growth. With intent and diligence, we delve into industry practices that drive brand and business momentum for financial gain. And in the same spirit, we document marketing and the impact marketers have on companies and society.
As such, our marketing focus is exactly the business itself. Prominent Business His consultant Peter Drucker once said: Marketing and innovation produce results. All the rest is cost. ”
“Marketing is a distinguishing and unique function of a business,” he added.
I am honored to lead Adweek’s content strategy during this time, including the challenges. What excites me most about what’s to come is the community that surrounds me. The year ahead will require new models of leadership, strategies for success, and most of all, strong industry-wide connectivity and collaboration. I look forward to traveling with you.
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