Every marketer has challenges, some more than others, but there’s always a challenge: the ROI on that latest campaign isn’t up to snuff, there’s too much growling among creative team members; the C-suite is not flexible enough.
To discover how to solve some of the most persistent marketing and advertising challenges, HBR asked five execs from some of the top companies—Xerox, Leo Burnett USA, Cleveland Clinic, Adobe, and Nike—to single out one challenge and then pose a solution.
For Nike, its storytelling. Davide Grasso, vice president of global brand marketing, explains the challenge to produce strong ideas and storylines that will be compelling and relevant to consumers. He poses critical questions marketers should ask and answer honestly before developing a storytelling effort.
The execs also tackle challenges around accountability, integration and content creation, trust and respect as partners and the difficulties in being “always on.”
Martech is another tough area to manage. There are thousands of platforms and plenty of vendors pushing their products and promising big results. Jenn Chick, vice president of global marketing and digital at Hilton Worldwide, talked about the struggle to integrate martech with its vast content marketing strategy.
“We’re looking at the content strategy,” Chick said earlier this year at an Ad Age conference. “Are [various pieces of content] truly assets? Is there reuse potential? Where do we get the content? How do we store it? We’re looking at evolving our approach globally. We have content being created all over the world. We’re looking at those tools and how we’re representing the brand in all different touchpoints and the extendibility of those assets. There’s great efficiency in getting that centralized. How do you do content generation across multiple channels that is consistent and relevant, [and make sure] you’re not paying through the nose for every piece of content you need? Read the HBR article …
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