Attention please! Not seen=no effect.

Summary of the 20th CMO goes tech meetup - Prove your value as CMO with Attention as one of the key metrics! 

Consumers are exposed to 4,000 messages a day and spend 3 hours 32 minutes online* …
How do we know what’s had an impact?

Our three experts from Odyssey, dentsu and Spendrups shared their best advise how to use Attention to improve your media planning to make sure you get true value for money. 

Thank you Carl-Johan Runer from Odyssey, Jacob von Segebaden from dentsu and Björn Ivarsson, Media Manger at Spendrups Bryggeri AB for sharing your knowledge with our members and a special thank you to Odyssey for hosting CMO goes TECH.

Short summary

• Not seen, no effect. Effect is dependent on attention. 

• It’s all about how much human attention you get for your money.

• Choose digital platforms and placements based on the size of the task, i.e what you want to achieve. And adapt your message accordingly.

• The Attention you get is set by the platform/ publisher (not by the creative).

• Via Attention tools - get competitors’ attention-performance on: Channels, Publishers, Format, Frequency and Reach which will enable you to take inspiration on what competitors do that contributes with the most attention.

• Objective with Attention:
  Minimize waste and increase effectiveness of media plans and move from planning towards technical reach or viewability to attentive reach.
  
  For the full story - please see the presentations and recording. 
  

"To know what people really think, pay attention to what they do, rather than what they say" - René Descartes

Media is dominant but transfers the task of delivering the brand message to the creative along the way.  

CMO goes TECH in collaboration with Mynewsday

Wednesday 16th of November | 9.00-12.00 | Digital interactive event

Mynewsday is an interactive event, and each speaker will have time for questions from the audience - so make sure to get your typing fingers warmed up!

Please join us on November 16th as we dive into the theme "Reshaping PR and Communications" at this year’s Mynewsday. We have a fantastic lineup of exciting guests joining us to make this a memorable and insightful experience for you and your industry colleagues. You can expect a curated mix of lectures, panel discussions, and customer cases to inspire and offer real-life advice and examples of how to succeed with your PR and communications work. Save your seat and join us for this year's Mynewsday in collaboration with CMO goes TECH.
 

Agenda 

09.00  Welcome to Mynewsday 2022! 

09.10  Viktoria Wyckman, Founder & CEO at Culture Defined
The future of brands and their consumers in the new digital era 

10.00  Ana Adi, Professor in PR & Corporate Communications
The perspective of value-driven communication in a world of change

10.30  Gül Heper-Jämterud, Founder of CMO goes Tech, with friends
Communicating successfully requires more than communication.
Ardelan Sohrevardi, Samsung
Breaking through – how to increase ad recall in an era of message overload and fleeting attention span.
Pontus Rosén, Synsam
Synsam has gone from being a traditional opticians retailer to being in the forefront of integrated retail communication. Listen to the work Synsam has done to optimize communication based on customer experience. You will learn how the customer's interaction with the brand and communication over multiple touchpoints is being coordinated – in both traditional and digital channels to gain maximum effect.
Panel discussion will follow. 

11.30  Rikke Iben Nees, Campaign Manager Fuldkornspartnerskabet
Purposeful communication in reality

11.55  Key takeaways & Wrap up

Looking forward to seeing you, 

The CMO goes TECH team in collaboration with Mynewsdesk
 

Summary of the 5th Meet up focusing on Story doing vs Storytelling - February 13.

Thanks for a fantastic evening with new perspectives as well as great discussions. We’ve summarized some of the learnings that you’ve chosen to highlight from our fantastic presenters, Stefan Moritz, VP Customer Experience Veryday and Margaretha Finnstedt, Global Director of PR & Brand Innovation, Husqvarna.

1.     Products that efficiently meet customer needs will outperform products with great marketing. Create positive CX by focusing on what brings real value to customers.
2.     Don’t forget to be future proof. When all companies are digitized and CX optimized – what will then differentiate
3.     “Happy employees” is the new black! Put focus on creating Happy employees -> to get Happy customers -> and a Happy business
4.     To use goals from the SDG 2030 in the innovation strategy process, just like Husqvarna Group do, is brilliant
5.     Even though most companies claim a strong innovation focus, the actual innovation work takes place at the night shift, outside the regular day job.
6.     Innovate in line with the business strategy, a clear brand story and be unexpected. You need brave management, trust from colleagues and a plan for distribution, marketing and rollout. Share results and repeat.

View the presentation from Stefan Moritz
View the presentation from Margaretha Finnstedt

We also want to send a big thank you to Anders Ribba and Spoon Agency for inviting us and for the fantastic hospitality.

Finally dear members, We're looking forward continue the journey with you - because we strongly believe in the death of the traditional CMO and that a new breed is emerging - CMO goes Tech. Hope to see you at the next meetup, in May!

Let us present next meetup keynote - Marie Andervin from DigJourney

How to understand and leverage waves of change

Is it difficult to gather around new digital initiatives? Do you feel that the rest of the company does not understand or see the digital business opportunities? Do you have difficulty getting acceptance and the organization's involvement?

One effect of digitalization is that areas previously seen as separate must be integrated or brought closer together. One reason is that customers do not move linearly. Rather, they take many side trips on their journey towards a purchase and usage. Another is that changes in the outside world now move much faster, and this requires increased cooperation within the organization to keep up with developments. 

CMO goes TECH have invited Marie Andervin, Digital transformation enabler from DigJourney and author of the bestselling book Leading Digital Transformation (Att leda digital transformation) , to guide us with an exercise with the purpose to tear down walls, increase the cooperation between departments and increase the digital maturity in your organization.

About Marie Andervin

Marie believes that knowledge about digitalization's business opportunities in a fast-moving world must increase to ensure competitiveness. Her vision of digital as a natural part of corporate and individual life is a guiding principle in Marie's work on digitalization. Marie has a background as an entrepreneur and management consultant, and is a well-known educator in digital transformation. She is the co-founder of DigJourney, which works in the area of digital transformation to instill belief in the future and encourage the development of individuals, organizations and society. She also works on a number of executive and advisory boards.