Don’t do something new just for the sake of it, warns Facebook CMO

8 december 2016
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Facebook CMO Gary Briggs says creativity and innovation will be key to site’s success over the next 10 years but he warns that there’s no point doing something new just for the sake of it.

Why does a company with 1.79 billion users need a CMO? “It’s a question I get asked a lot at parties,” says Facebook CMO Gary Briggs. “And I get the joke, but I think it’s one of the things that makes it fascinating.”

Briggs became Facebook’s first CMO in 2013, following a succession of high-profile roles at brands including eBay, PayPal, PepsiCo and, most recently, as vice-president of consumer marketing at Google.

Despite working at the world’s largest social media company, Briggs is a staunch advocate of the fundamentals of marketing. “There’s too much of a focus on what’s new for the sake of it,” he argues. “There are things that are absolutely fundamental to communications, we just have different tools to do that now.”

Bron en volledig bericht: Marketingweek

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