Consumer insight
The recession has set vast changes in motion in regards to consumer behavior and companies to better understand the new consumer behavior.
Our version:
Digital consumerism and web based brand management creates an excess demand for a low supply commodity: CMOs knowing anything abut online marketing. This leads to a more retention based policy on valuable resources and thus CMOs that do know what it is all about, keep their job.
Price positioning
The difficult economic circumstances has created a need to diversify pricing strategies.
Our version:
What is happening is not a diversification of pricing strategies. It is a simple matter of a homogenization through availability. Instead of facing a Oligopolistic market space, many consumers now consider a wider range of vendors when faced with a purchase decision. Due to globalization in congruence with financial crisis, we now face much larger markets and much more monopolistic parameters than earlier. People seem a lot more price sensitive and companies are wary to dismiss their mother ship’s navigator when icebergs are around.
More for less
Budgets are getting smaller and competition for market shares are increasing.
Our version:
This argument seems the least valid. Budgets can by definition not decrease and increase competition. What we think is happening, is that CMOs are facing a demand of the same effect for less budget. Meaning they need a more energy efficient engine.
Digitalization
Time has come to allocate resources towards measurable online marketing.
Our version:
No one finishes an education in online marketing these days, simply because they do not exist. This means that to get valuable knowledge on how to do measurable marketing you have to retain all the info you have and acquire s much as you can. It is human nature to prefer the nightmare you have than the one you do not know. Thus marketing officers tend to get fired less.
A completely different explanation could be that CMOs simply do not shop jobs as much after the financial crisis. There are simply less open positions available.
