Most time and money tends to be spent on individual projects, and very few Insight teams have enough focus on joining the dots between projects and developing an accumulated body of knowledge about key markets, segments, products and channels.
However, if our Insight communication is also piecemeal, it reinforces the tendency to provide fragmented insights.
Stepping away from our normal way of doing things, let’s consider how a chief marketing officer might approach communication. Of course they would think that individual TV adverts, social media or email campaigns were important; but they would also recognise the need for a company to plan a communication programme to make sure that they were prioritising the right messages, to the right audiences, at the right time, and in a way most likely to change behaviour. This guide will help you think like a CMO and structure your own top-down communications plan.
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