New Normal Chief Marketing Officer (CMO): Branding Cybersecurity as a Return on Trust Beyond Pandemic? (Published)
The Covid-19 pandemic has changed the business world and Cyberattacks are becoming diversified and sophisticated. With widespread digitally remote-work phenomena and lack of an organization-wide comprehensive Cyber risk strategy, the data protection, trust, and brand reputation are at risk. The purpose of the study is to explore Cybersecurity as a Return on Trust and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing perspective? (2) How to scale customer trust and best engage with customers without sacrificing sensitive information? (3) How to maximize the role of empathy in an economic downturn while maintaining a brand reputation? This study examined the CMO’s new normal strategy for an extraordinary audience reaches with creativity to re-introduce the brand’s value for all the stakeholders. The results of the study revealed stand-out brand delivery and maintenance of striking motivated employees for competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while passionately connecting with customers. Findings offer guidance to the CMO’s in cyber risk mitigation for robust business value, customer satisfaction, and the strengthening interconnections with public health, economy, and government. The study concludes that the new normal CMO act as a hub of collaboration to help advance brand delivery preparedness for future disasters by actively responding to customers’ voices and changing behavior for a sustainable future. Key implications for academics, practitioners, and policymakers are discussed.
Chief Marketing “Analytics or Digital” Officer [CMO]: Is the “Big Data” Alone Adequate for Firm’s Customer Retention & Return on Investment (Published)
Excellence in customer experiences is a top priority for the Chief Marketing “Analytics or Digital” Officer (CMO). The purpose of this study is to examine the effect of ‘Digital Marketing Analytics’ [DMA] on firms Return on Investment (ROI) and CMO’s performance in customer retention and acquisitions. The main question addressed by the study is: should the firm CMO engage more resources with social media analytics for customer retention & acquisition. This study used the quality content analysis methodology and relied on the recent marketing research articles, case studies, and digital analytics surveys. The results of the study suggests that the innovative CMO’s that embrace DMA to win the hearts and wallets of customers can influence the broader customer journey from the offer to the post-purchase care stage for continued positive impact on the firms desirable ROI. This research study provides strategic recommendations and directions for the future research.