When the Internet burst on the scene in the mid-1990s, some observers predicted it would greatly diminish the demand for content, particularly the written word. That prediction now ranks right up there with flying cars and robot assistants. In reality, the emergence of a truly digital business environment has fueled huge demand for content—blogs, videos, interactive tutorials, white papers, social media content, and much more. In this new digital order, many organizations are discovering that they need additional content specialists—particularly those who are savvy in areas such as video creation, scripts, and producing written materials. What’s more, the interrelationship between technologies and channels is creating demand for content producers who can think in a more conceptual way, Dartmouth’s Johnson observed.


The challenge for CMOs in 2013 will be to find and develop talent and squeeze out content that’s attractive and compelling—without blowing out tight budgets that remain following the Great Recession. Michelle Glennie, operations manager at The Partner Marketing Group, told that marketers must approach this environment with the mantra: repurpose, repurpose, repurpose.



A funny thing happened on the march to digital marketing: Many CMOs are rediscovering traditional media. In fact, conventional advertising and commercials still represent the largest chunk of the marketplace—about twice as much as digital media advertising in terms of total dollars spent, according to Malaviya. “The bottom line is that TV and print are more important than ever,” Mondelez International’s Bough told “In a world where content is king, TV networks and print publishers are some of the best mass content producers. They are at the forefront of figuring out ways to bring the right content to life at the right time and to the right audience.”

During the next few years, expect television sets to undergo some major changes. Apple is rumored to be developing a digital age set, and other tech giants are studying the concept as well. More effective ways to measure and gauge viewer and reader response (think social media analytics, cross-screen integration, and QR codes) could turn traditional media upside down. Predicted Bough: “Cross-screen integration will become the most powerful strategy available to brand marketers and will give new meaning to the term ‘connected experience.’”



The rise of green and sustainable business practices has sent a tsunami through the enterprise. While many organizations have made an earnest attempt to become greener, it’s also no bulletin that many others have attempted to use marketing to disguise feeble efforts and mislead consumers about what they’re actually doing. However, it’s becoming tougher to hoodwink the public. A number of organizations, including TerraChoice Group, GreenPeace, Greenwashing Index, and CorpWatch, have begun calling out companies for perceived exaggerations or outright fabrications—and the press increasingly picks up on these stories. As consumers become savvier and the downside for greenwashing becomes more apparent, more and more CMOs are discovering that it’s better to approach environmental issues honestly and make genuine efforts to improve rather than to try to fool the public.