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Zinio, VIVmag, PivotCon: Hope Frank - Today's CMO takes the Hero's Journey

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Uploaded on Oct 24, 2011

http://www.zinio.com/browse/issues/in... Get this issue

Hope Frank at the PIVOT Convention in New York October 2011. Interviewed by: Zinio and VIVmag

Hope Frank - Chief Marketing Officer, Webtrends
Hope Frank leads global marketing efforts on behalf of Webtrends -- the leader in Unified Analytics -- mobile, social & web. With more than 20 years invested in all facets of marketing, including B2B, B2C, brand, enterprise, social, mobile, web, broadcast, PR, IR and M&A, Hope brings a welcomed passion for de- sign and global sensibility to Silicon Valley. She is a founding member of "The CMO Club" a member of The CMO Council, and the elite M50. Hope is a tireless advocate for "Women in Technology" in emerging markets inclusive of APAC and Brazil.

Transcript of her interview:
I HAVE FELT THAT THE CMO'S ROLE IS ALWAYS TO CREATE THE BRIDGE TO THE SEE SUITE AS WELL AS THE MARKETING DEPARTMENT. AND REALLY NEEDS TO BE AN ESSENCE ACHIEVED DIGITAL OFFICER. SO I WOULD SAY YES, FOR TRADITIONAL BRANDS GLOBALLY IT MAY BE A LITTLE HAUNTING BUT TO ME IS THEIR HERO'S JOURNEY. AND IT'S THE OPPORTUNITY FOR FINALLY THE CMO TO HAVE A SOLID PLACE AT THE EXECUTIVE TABLE AND PERHAPS EVEN AT THE BOARD OF DIRECTORS LEVEL. I THINK THE WORLD HAS CHANGED, AND I THINK THAT'S WHAT THE CMO NEEDS TO LOOK AT SPECIFICALLY AROUND THEIR BRAND. MY SPECIALTY IS EMERGING MARKETS -- SO IT CHANGES THINGS. I DON'T HAVE A CONCAVE OR CONTRACTED POINT OF VIEW. MANY OF THE MARKETS AROUND THE WORLD ARE EXPLODING AND POPULATION IS EXPLODING WITH THE MANY YOUNG POPULACES WHO ARE DIGITAL SAVVY. IT CHANGES EVERYTHING. THE BRAND NEEDS TO KNOW THAT THE NEW POPULATION AND THE NEW AUDIENCE ARE LISTENING ARE ENGAGED AND THEY IN ESSENCE WANT TO STEER THE BRAND. ____ (?) LIVING ROOM IS A DIFFERENT EXPERIENCE. IT REALLY COMBINES EDUCATIONS AND ENTERTAINMENT. AND IT ALLOWS FOR THE CONSUMER OR THE FAMILY TO ENJOY AND JUST MORE IMPORTANTLY HAVE TRANSACTIONS ONLINE. THAT IS THE KILLER APP IN THE LIVING ROOM, THAT'S WHY EVERYTHING HAS CHANGED -- PEOPLE ARE REALLY LESS LIKELY TO BE ON THEIR PHONES, MAKING TRANSACTIONS WHILE WATCHING TELEVISION IN THE LIVING ROOM.

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