In the corporate hierarchy, the synergy between a Chief Executive Officer (CEO) and a Chief Marketing Officer (CMO) is critical. This relationship, steeped in strategic importance, dictates the trajectory of a company’s branding and marketing efforts. As the business landscape evolves, the CMO’s role has transcended traditional boundaries, becoming more strategic and complex. The CEO, holding the reins of the company’s vision, must align closely with the CMO to steer the organisation towards growth. This dynamic, when harmonised, can catapult a company to new heights, yet when misaligned, can lead to strategic discord and missed opportunities.

The Significance of CEO-CMO Alignment

Alignment between the CEO and CMO is not merely beneficial; it is a cornerstone for a company’s success. It ensures that marketing strategies are not only innovative but also resonate with the company’s overarching goals. This synergy facilitates the optimal use of resources, driving desired outcomes and fostering a culture of collaboration. When the CEO and CMO share a unified vision, it sets a powerful example, permeating through the organisational fabric, thereby enhancing productivity and cultivating a harmonious work environment. Moreover, such alignment is instrumental in developing marketing strategies that are both effective and comprehensive, leveraging the distinct expertise of each role. The CEO’s broad corporate perspective, combined with the CMO’s insights into customer engagement and brand perception, can yield a formidable strategy that propels the company forward, ensuring that both leadership and marketing objectives are met with precision and clarity.

Challenges in the CEO-CMO Relationship

Despite its critical nature, the CEO-CMO relationship is often fraught with challenges that can impede a company’s progress. A primary obstacle is the lack of clear, consistent communication, which can lead to misaligned strategies and squandered resources. Differing perspectives also pose a significant challenge; the CEO’s broad, strategic view may clash with the CMO’s focus on marketing-specific goals. This can result in conflicting priorities if not managed with care. Furthermore, a mutual respect and understanding of each role’s contributions are sometimes absent, leading to a devaluation of the CMO’s strategic input or a misunderstanding of the CEO’s overarching responsibilities. Overcoming these hurdles is vital for a productive partnership. It requires a commitment to fostering open dialogue, appreciating each other’s expertise, and working collaboratively towards shared objectives. Only then can the CEO and CMO navigate the complexities of modern business together effectively.

Strategies for Building a Strong CEO-CMO Relationship

To fortify the CEO-CMO relationship, several strategies can be employed. Foremost is the establishment of open and regular communication. Strategic meetings that transcend mere updates are crucial, fostering transparency and a shared understanding of challenges and successes. Mutual respect is another pillar; the CEO must acknowledge the CMO’s insights into customer and market dynamics, while the CMO should appreciate the CEO’s comprehensive organisational vision. Strategic alignment is also key, ensuring that marketing strategies are interwoven with the company’s broader objectives. Empowerment plays a significant role; the CEO should equip the CMO with the authority to implement marketing strategies, and the CMO should, in turn, provide the CEO with actionable market insights. Such collaborative efforts not only strengthen the CEO-CMO bond but also enhance the company’s strategic direction, leading to a more cohesive and successful business operation.

The Impact of a Strong CEO-CMO Relationship on the Company

A robust CEO-CMO relationship significantly benefits the company. It leads to innovative marketing strategies that are in sync with the company’s vision, ensuring effective resource utilisation and improved outcomes. Such a partnership fosters a positive work culture, setting a precedent for collaboration and unity. This, in turn, boosts productivity and encourages innovation across the organisation. Externally, a cohesive leadership front enhances the company’s reputation, instilling confidence in stakeholders and attracting potential investors. Ultimately, the strong alliance between the CEO and CMO can be a catalyst for the company’s growth, reputation, and long-term success in the competitive business landscape.

The Evolving Future of the CEO-CMO Relationship

The CEO-CMO relationship is set to deepen, with the future heralding a more integrated approach to strategic planning. As marketing becomes increasingly data-driven and technologically sophisticated, the CMO’s role is expanding, necessitating a blend of marketing acumen with a solid grasp of IT and digital innovation. This evolution requires the CEO to clearly define the CMO’s role, ensuring alignment with the company’s strategic priorities. The modern CMO is expected to act almost as a deputy CEO, capable of making organisation-wide decisions. This shift underscores the growing importance of marketing in driving business growth and the CMO’s potential ascent to CEO.

The Core Web Vitals are a set of metrics that Google has defined to measure how good a website’s user experience is. They first became a ranking signal in 2021.

While the metric definitions have been tweaked over time, the introduction of the Interaction to Next Paint metric is the biggest change since the launch of the Core Web Vitals initiative.

What is Interaction to Next Paint (INP)?

Interaction to Next Paint is a metric that evaluates how quickly your website responds to user interaction. It measures how much time elapses between the user input, like a button click, and the next time the page content refreshes (the “next paint”).

To rank better in Google this interaction delay should be less than 200 milliseconds. This ensures that the website feels responsive to users.

How are the Core Web Vitals changing?

Google has announced that Interaction to Next Paint will become one of the three Core Web Vitals metrics in March 2024. At that point a website that responds to user input too slowly could do worse in search result rankings.

INP will replace the current First Input Delay (FID) metric. While FID also measures responsiveness, it is more limited as it only looks at the first user interaction. It also only measures the delay until the input event starts being handled, rather than waiting until the user can see the result.

Currently only 64.9% of mobile websites do well on the Interaction to Next Paint metric and it will be harder to get a good INP score than a good First Input Delay score.

How can I measure the Interaction to Next Paint metric on my website?

Run a website speed test to see how fast your website loads and how quickly it responds to user input.

Open the “Web Vitals” tab once your test is complete. You can see the Interaction to Next Paint metric at the bottom of the page.

In this case only 38% of users have a good INP experience.

How can I optimize Interaction to Next Paint?

Interaction delays happen when the browser needs to perform a lot of CPU processing before it can update the page. This can happen for two reasons:

Ongoing background tasks prevent the user input from being handled
Handling the user input itself is taking a lot of time

Background tasks often happen during the initial page load, but can happen later on as well. They are often caused by third party code embedded on the website.

Responding to a user interaction can require a lot of processing. If that can’t be optimized you can consider showing a spinner to provide visual feedback until the processing task is complete.

Running JavaScript code is the most common type of processing, but complex visual updates can also take a long time.

Use Chrome DevTools to analyze performance

The Chrome DevTools performance profiler shows what tasks are taking a long time and should be optimized. Start a recording, click on an element on the page, and then click on the longest bars in the visualization.

This allows you to identify whether the code comes from a third party or from your own website. You can also dive deeper to see how the task can be sped up.

Check the Total Blocking Time metric to identify background tasks

The Total Blocking Time metric tracks how often there are background CPU tasks that could block other code from running. If the user interacts with the page while a task is already in progress then the browser first completes that task before handling the input event.

You can use tools like Google Lighthouse to see how this metric can be optimized.

If processing-heavy tasks on your website are part of your core website code you’ll need to work with your development team to optimize these. For third parties you can review whether the script is still needed, or contact customer support of the vendor to see if it’s possible to optimize the code.

Monitor Interaction to Next Paint

Want to keep track of how you’re doing on INP and other Core Web Vitals? DebugBear can keep track of your website speed and help you optimize it.

Start a free 14-day trial today and deliver a better user experience.

Conclusion

The Interaction to Next Paint metric represents the biggest change to Google’s Core Web Vitals since they were originally announced. INP addresses the deficiencies of the previous First Input Delay metric and provides a better representation of how users experience a website.

Check how your website does on the Interaction to Next Paint metric before the ranking change is rolled out in 2024. That way you’ll have plenty of time to identify optimizations and make your website faster.

Try DebugBear with a free 14-day trial.

Social media has become an indispensable tool for marketing professionals. Its influence extends beyond brand promotion and customer engagement; it now plays a pivotal role in individual career development within the marketing industry. As companies increasingly turn to social media platforms to scout for talent, a well-crafted online presence can be the key to unlocking new job opportunities. Conversely, a poorly managed digital footprint can be detrimental, potentially derailing one’s professional aspirations. The rise of social media has thus introduced a new dynamic in the job market, where marketing metrics, personal branding, and online interactions converge to shape career trajectories. For marketing professionals, understanding and navigating this landscape is crucial, as their social media profiles become extensions of their resumes and a showcase of their expertise to prospective employers.

The Power of Social Media Presence in Job Searches

Social media’s influence on job searches is undeniable. A robust online presence can serve as a beacon to recruiters, signalling a candidate’s readiness for new opportunities. Platforms like LinkedIn are not merely for networking; they are digital stages where professionals can demonstrate their skills and expertise. By strategically managing their digital profiles, job seekers can increase their visibility and attractiveness to potential employers. This involves not only showcasing one’s professional accomplishments but also engaging with industry-relevant content to exhibit thought leadership. For marketing professionals, this means tracking and participating in discussions around modern marketing metrics, such as engagement rates and organic traffic. A well-optimized social media profile, rich with industry-specific keywords, can act as a magnet for career opportunities, making one’s job search more effective and far-reaching.

The Double-Edged Sword of Social Visibility

Social media’s pervasive reach can be both a boon and a bane for marketing professionals. On one hand, a strong social presence can amplify one’s professional brand, creating opportunities for career advancement. On the other, the indelible nature of online activity means that every post, like, and share is subject to scrutiny. The content that marketers produce and interact with can significantly influence their job prospects. Positive engagement with industry-relevant topics can position a professional as a knowledgeable and active participant in their field. However, any misstep or inappropriate content can have the opposite effect, potentially harming one’s reputation and employability. Thus, social visibility requires a strategic approach, balancing the need for authenticity with professional decorum. Marketers must navigate this landscape carefully, as their online behaviour can send powerful signals to current and future employers, for better or worse.

Expert Insights on Social Media Presence

The consensus among experts is clear: a strategic social media presence is crucial for job seekers. Matti Laukkarinen, a doctoral researcher, emphasizes the shift towards proactive recruitment, where employers actively seek out talent online. This underscores the importance of a professional digital footprint. Lisa Orbé-Austin, an executive coach, advises job seekers to manage their online presence with the same diligence as a social media manager, ensuring profiles are engaging and resonate with target employers. Moreover, creators like Coco Mocoe highlight LinkedIn’s unique value in professional brand growth, suggesting that even a brief, well-crafted post can attract media attention. Neil Waller, co-CEO of Whalar, stresses the need for content to be business-oriented, aligning with LinkedIn’s professional ethos. Collectively, these insights paint a picture of social media as a curated space that, when navigated with intention, can significantly influence career trajectories.

Pros and Cons of LinkedIn‘s ‘Open to Work’ Feature

LinkedIn’s ‘Open to Work’ feature is a double-edged sword. On one hand, it increases a job seeker’s visibility, signaling to a vast network of recruiters that they are actively seeking opportunities. LinkedIn data suggests that users with this feature are more likely to receive direct messages from recruiters. However, there is a stigma attached to overtly displaying one’s job-seeking status, which can lead to potential bias. Emma Archer, a senior marketing recruitment specialist, warns against the possibility of being dismissed by employers who may perceive the ‘Open to Work’ badge as a sign of desperation. The debate is nuanced, with some advocating for its use to maximize reach, while others caution against the risk of negative perceptions. Ultimately, the decision to use this feature should be weighed against the individual’s unique circumstances and the prevailing attitudes within their industry.

Strategies for Creating Visibility on Social Media

Creating visibility on social media requires a blend of strategic posting and authentic engagement. Experts suggest that job seekers should optimize their profiles with relevant keywords from job descriptions to appeal to both recruiters and search algorithms. Building a robust network is equally important; a mix of quantity and quality in connections amplifies visibility and opens doors to endorsements. For instance, Whalar’s partnership with LinkedIn exemplifies the power of content in driving engagement, with creators like Coco Mocoe leveraging written content to complement larger video campaigns. Additionally, engaging with industry trends and sharing insights can attract attention from journalists and thought leaders. It’s about crafting a narrative that resonates with your professional journey and insights. As Neil Waller of Whalar asserts, the content must remain business-oriented, ensuring that it aligns with the professional nature of platforms like LinkedIn.

The British supermarket behemoth, Asda, has unveiled a transformative rebrand, marking a significant shift in its visual and corporate identity. Traditionally perceived as a value-focused retailer, Asda’s latest rebranding initiative has propelled the brand into a new echelon of sophistication. The reimagined logo, while retaining its familiar form, now sits against a backdrop of a rich, almost black, shade of green, encapsulated within an oval, sticker-like frame. This subtle yet impactful change is part of a broader strategy to refresh Asda’s market presence. The rebrand extends beyond mere aesthetics, encompassing a new typeface and colour palette, and a suite of playful stickers, alluding to the brand’s light-hearted spirit. Spearheaded by Havas London, the rebranding effort is a testament to the power of nuanced design changes in repositioning a brand within the competitive supermarket space.

The Role of Typography in Asda’s New Identity

Central to Asda’s rebrand is the innovative use of typography, a strategic move that breathes new life into the brand’s identity. In collaboration with Colophon Foundry, Havas London has crafted a bespoke, chunky, rounded all-caps font that is as distinctive as it is functional. The typeface features unicase glyphs, a typographic choice that injects a conversational and friendly tone into Asda’s messaging. This typographic flair is not merely aesthetic but serves to reinforce Asda’s approachable and warm persona, mirroring the brand’s northern humour. The new font is versatile, designed to stand out across various media channels, ensuring Asda’s voice remains consistent and engaging. The rebrand thus showcases how typography can be a powerful tool in shaping a brand’s character, making Asda’s communications more personable and relatable to its vast customer base.

Asda’s Creative Partner: Havas London’s Strategy

Havas London, the creative force behind Asda’s rebrand, has meticulously crafted a strategy that reflects the evolving landscape of brand interaction. Lorenzo Fruzza, Havas London’s Chief Design Officer, emphasises the importance of recognising the diverse channels through which brands engage with their audiences today. The agency’s approach was to forge an identity for Asda that could effortlessly adapt across traditional and modern media platforms, ensuring relevance and resonance with consumers. This strategic vision was brought to life through a comprehensive audit and exploration of Asda’s brand, leading to the creation of a typographic direction that encapsulates Asda’s personality. The result is a brand identity that stands out in the saturated grocery market, one that is not only clear and modern but also embodies the uncompromising value promise Asda makes to its customers, a testament to Havas London’s forward-thinking strategy.

The ‘Serious About Summer’ Campaign and Conversational Tone

Asda’s rebranding crescendos with the ‘Serious About Summer’ campaign, a vibrant celebration of the season’s joys and the supermarket’s refreshed identity. Directed by Freddie Waters of Pulse, the campaign’s advertisements encapsulate quintessential summer experiences, underpinned by the new ‘Asda, that’s more like it’ strapline. This campaign is a strategic move to solidify Asda’s position in the market, showcasing its commitment to quality and value while highlighting the brand’s playful side. The conversational tone, a hallmark of the new brand identity, is evident throughout the campaign, resonating with the public through relatable scenarios and light-hearted humour. David Hills, Asda’s Chief Customer Officer, articulates the objective to reignite the strong emotional connection customers have with the Asda brand, a connection that the campaign’s convivial tone and engaging content are poised to strengthen.

Customer-Centric Approach and Market Differentiation

Asda’s rebranding initiative is deeply rooted in a customer-centric approach, with the aim of creating a clear, modern identity that resonates with consumers. The new brand identity, developed with customer feedback at its core, is a strategic move to differentiate Asda in the competitive grocery market. By pairing the iconic green with a refreshed logo, colour palette, and new typography, Asda has crafted a narrative of ‘uncompromising value’ that speaks directly to the consumer’s desire for quality and affordability. This narrative is further reinforced by the brand’s expansion into convenience and food service, showcasing a commitment to meeting customer needs. The rebranding is not just a visual overhaul but a reassertion of Asda’s heritage and future aspirations, designed to stand out and rekindle the strong connection customers have historically felt towards the brand, thus setting Asda apart from its market competitors.

As industries grapple with the relentless pace of technological change, marketing professionals are increasingly turning to GenAI to harness its transformative potential. The allure of GenAI lies in its ability to generate novel content, automate decision-making, and unearth insights from vast swathes of data, thus offering a competitive edge in a saturated marketplace. Companies are already witnessing the impact of GenAI, with a staggering 92% of Fortune 500 companies deploying Open AI products, and 70% of US organizations exploring its capabilities. However, the journey from exploration to meaningful transformation is fraught with strategic complexities. It demands a nuanced understanding of the technology’s capabilities, a clear alignment with business objectives, and a vigilant approach to the inherent risks and challenges.

Consideration 1: Assessing AI Readiness

Before embarking on the GenAI journey, it is crucial to evaluate your organisation’s readiness. This initial step transcends technical considerations, urging a reflection on strategic objectives. The alignment of human and financial investments in GenAI with overarching business goals cannot be overstated. It is imperative to establish clear roles and responsibilities to ensure a seamless integration of GenAI into the business fabric. Many companies hesitate, citing a dearth of talent adept in both AI and domain-specific expertise. A thorough assessment of your organisation’s capabilities and needs is vital to discern whether GenAI, Machine Learning, Deep Learning, or other technological solutions best fit the problem at hand.

Consideration 2: Fostering a Data-Oriented Culture

The adage ‘garbage in, garbage out’ is particularly pertinent to GenAI. High-quality data is the linchpin of quality output, making a data-oriented culture an indispensable part of AI adoption. Many organisations encounter data quality as a stumbling block in their AI journey. However, GenAI is catalysing a shift towards data mindfulness, as businesses recognise the critical role of data in value creation. Investing in robust data governance and quality assurance strategies is not just a short-term win; it’s a long-term investment. Establishing a well-defined Data Strategy, complete with stringent processes, control points, and strong data privacy practices, is essential. Such a strategy will not only enhance decision-making processes but also amplify the value GenAI brings to your organisation.

Consideration 3: Building Customized Use Cases

The potential economic impact of GenAI is monumental, with expectations to match the GDP of major economies. To harness this value, pinpointing problems that merit solving within your unique business context is essential. Prioritising genuine business needs and fostering a collaborative, customised approach over generic solutions is key. This involves transparent, ethical standards and continuous communication, which are vital for stakeholder engagement. By inviting employee feedback and input, you create a dynamic environment that encourages the emergence of relevant use cases. Such a grassroots approach ensures that the GenAI applications developed are not only technically sound but also intimately aligned with the specific challenges and opportunities your organisation faces, thereby maximising business impact.

Consideration 4: Scaling for Mass Implementation

Scaling GenAI implementation is pivotal for extracting maximum value from chosen use cases. Despite its potential, a mere 5% of market leaders have implemented GenAI at scale. Unlike its predecessors, GenAI can affect a majority of employees, making its scalable implementation a conduit for enhanced productivity, quality, and creativity. Rapid and broad rollout post-successful pilot projects is essential to capitalise on market momentum and maximise return on investment. Flexibility is another cornerstone of success; use cases must evolve through continuous refinement and adaptation. Effective change management strategies are crucial to maintain engagement and support employees through this transformative journey, ensuring that the organisation’s GenAI initiatives are not just technologically advanced but also deeply integrated into the operational workflow.

Consideration 5: Protecting Against Risks

In the realm of GenAI, navigating regulatory landscapes is as crucial as technological innovation. With AI’s rapid advancement, frameworks like NIST’s AI RMF in the US and the EU’s AI Act have become benchmarks for compliance, underscoring the non-negotiable nature of regulatory adherence. The burgeoning field of AI also brings heightened cybersecurity threats, exposing organisations to new vulnerabilities. A proactive ‘security by design’ approach, incorporating cyber audits, red team penetration testing, and vulnerability scans, is imperative for early risk identification and mitigation. Integrating these practices into a comprehensive cybersecurity strategy ensures that GenAI implementations are not only cutting-edge but also secure, safeguarding the organisation against the multifaceted risks that accompany this transformative technology.

Must-Haves for Successful Generative AI Integration

For GenAI success, start with specific value hypotheses tailored to your organization. Ensure AI readiness, foster a data-centric culture, and build customized use cases. Scale thoughtfully, and protect against risks with robust security measures. These foundational elements are non-negotiable for a strategic and successful GenAI deployment, ensuring your business harnesses the full potential of this transformative technology.