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CEO Roundtable: Critical Issues in Today’s Media

CEO Roundtable: Critical Issues in Today’s Media. Gary Marshall President & CEO, CMP Media . CEO Challenges. Communications are global Importance of international strategy Asian markets: China and India Marketers are more sophisticated and demanding Targeted audiences Focus on ROMI

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CEO Roundtable: Critical Issues in Today’s Media

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  1. CEO Roundtable: Critical Issues in Today’s Media Gary Marshall President & CEO, CMP Media

  2. CEO Challenges • Communications are global • Importance of international strategy • Asian markets: China and India • Marketers are more sophisticated and demanding • Targeted audiences • Focus on ROMI • Media outlets are evolving • Print vs. online • Digital magazines, blogs, video programs • Maintaining employee morale • Importance of low turnover • Turnover: recruitment, training, etc. • Controlling costs

  3. Communications are Global: Key Brands in Key Markets N. America United States Canada L. America Brazil Mexico Europe Germany UK France Netherlands Italy Spain Denmark E. Europe Russia Poland Czech Rep M. East/Africa Israel Middle East Southern Africa ASEAN India China Australia Japan Korea Thailand

  4. Product Introduction • Demand Generation • Lead Qualification • Market Education • Community Building • Partner Programs • Channel Programs • Advertising • Advertorials • Targeted demographics • Direct mail • Contract pubs • Traffic driving • Microsite • Content downloads • eNewsletters • email blasts • NetSeminars • Tradeshows • Conferences • Roundtables • Road shows More Sophisticated and Demanding Marketers Integrated Marketing Solutions Marketing Objectives Print Online Events Maximum Reach Information Intensive 1:1Connection Localization, Project Management, Research, Reporting, ROI Analysis

  5. Evolving Media Outlets Branding: Growth with reviving economic cycle - Cyclical Lead generation: Strong growth–Counter-cyclical Characteristics Entrenchment marketing: Strong growth - Non cyclical Customer Needs: ROP advertising Custom publishing Contract publishing Print High content value events: conferences, seminars Large format trade shows Custom events and training Face-To-face Banner advertising Community; microsites Vendor-hosted communities Online Broadcast TV Vendor-hosted universities Webcasting Audio Visual

  6. Maintaining Employee Morale • Corporate culture motivates employees • Good Enough is Not Good Enough • Corporate Values • We Explore • We Exceed • You Excel • Recognition programs • Editorial Awards • Sales Awards • “Cause for Applause” Awards

  7. Continuous Improvement • Balance product investment and cost management • Provide value to stakeholders • Implement strategy • Review and understand processes • Move decisively • Communicate • Monitor and feedback • Ongoing program

  8. Summary • Must be worldwide in real time • Listen to your customers • Value your employee assets • Continuous improvement

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