Tuesday, January 27, 2009
American Express CMO John Hayes Discusses Strategy at Mplanet
What is the future role of marketing? During his presentation at the Mplanet2009 conference, American Express CMO John Hayes said that 2008 served as a sobering reminder that marketer's can't ignore the consumer's voice.
The only one who knows where we are is the consumer.The consumer is going through massive new sobriety.For the affluent, a margin call intheir lifestyle.We have a unique and intimate relationship with customers because we market to their passions.
Hayes compared the economic hurdles ahead to the challenges earlier generations faced. He offered three ways to manage through the economic recession:
1.Take respective biz models and reform it to match the market size.
2.Be an absolute zealot of increasing marketing share
3.Create hope and confidence in marketplace
Listening in today's world is the most powerful selling tool because people want to be heard.Marketing needs to be a dialogue not a monalogue
Hayes also listed ome key areas any marketing organization needs to focus on:
1.Establish new customer listening posts and vist them daily.
What do they need? What do they want?
2.Marketing leaders musthave the comfort to bring change,and can't rely on their comfort forms of communication
3.The world passes by if we aren't constantly innovating.
Posted By Matt O'Hern at 11:53 AM
Permanent Link: American Express CMO John Hayes Discusses Strategy at Mplanet
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(2) Comments on American Express CMO John Hayes Discusses Strategy at Mplanet
I hope John is listening carefully to what loyal customers are saying about recent tactics to cancel cardholders who carry balances. They did so at your invitation John!
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