SAP’s Chief Digital Marketing Officer: Brand And Demand Go Hand In Hand

AdExchanger |

When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they workContinue reading »

The post SAP’s Chief Digital Marketing Officer: Brand And Demand Go Hand In Hand appeared first on AdExchanger.

Read more

L’Oreal’s Digital Transformation Is Far More Than Skin Deep

AdExchanger |

L’Oreal doesn’t like the word “programmatic.” “We prefer ‘precision marketing,’” said Lubomira Rochet, L’Oreal’s chief digital officer. Precision, Rochet said, is about something deeper than targeting or frequency capping or the sequencing of messages. While important, those are tactics, not the cornerstones of a strategy. “But precision advertising goes beyond programmatic,” she said. “For us,Continue reading »

The post L’Oreal’s Digital Transformation Is Far More Than Skin Deep appeared first on AdExchanger.

Read more