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How to Make Money with Social Media: An Insider’s Guide on Using New and Emerging Media to Grow Your Business by Dr. Reshma Shah, Jamie Turner

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Chapter 5. Laying the Groundwork for Success

THE AVERAGE TENURE FOR A CHIEF MARKETING OFFICER AT A MIDSIZE TO LARGE CORPORATION IS JUST 11 MONTHS. THAT’S PRETTY SCARY.

Part of the problem is that most CMOs have difficulty figuring out how to measure their marketing campaigns. That’s understandable—just a few years ago, the formula for marketing success was to develop a 30-second television spot and run the heck out of it. Things have changed since then.

Back in the day, if you had a 30-second spot that made people laugh or cry, you were sitting pretty. And if that emotional connection actually resulted in sales, crazy things could happen for you, including promotions and raises.

The truth is, during the twentieth century, marketing was more ...

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