Plans & Pricing
Does My Company Subscribe?
CMO, Papa John’s International
When he was vice president of advertising at Wendy’s, Brandon Rhoten made a bold decision to embrace a sassy, aggressive tone in social media, tweaking competitors like McDonald’s for the quality of their food and sending wisecracking responses to consumers on Twitter (and helping them as well: see #nuggsforcarter). Now CMO of Papa John’s International, Rhoten spoke with eMarketer’s Debra Aho Williamson about why he believes marketers can and should use social media to enact broad changes in brand perception.
eMarketer: What do marketers typically get wrong about the role of social media in changing brand perception?
Brandon Rhoten: The expectation that it happens quickly is the biggest enemy I have to fight. For brands that are good at it, it becomes part of their being as a marketing department. It isn’t some outlying thing that one person does.
What Are the Top Challenges CMOs Worldwide Have with Data? (% of respondents, Sep 2018)
How Often Are CMOs Worldwide Marketing Decisions Based on Data-Driven Insights? (% of respondents, Sep 2018)
What AI Technologies Are CMOs Worldwide Leveraging to Accelerate Growth and Create Value for Their Company? (% of respondents, Sep 2018)
How Has the Advertising Media Mix Changed for Companies Worldwide with the Increased Connectivity of Their Audience? (% of respondents, Sep 2018)
Which of the Technologies Companies Worldwide Currently Invest in Will Have the Biggest ROI? (% of respondents, Sep 2018)
Dynamic Creative and Digital Storytelling: Mastery of Data Management Allows Campaigns to Get More Sophisticated
Beyond Ad Measurement and Metrics: In the UK, Marketer Attention Turns to Engagement
How GroupM Utilizes Supply Path Optimization
How Artificial Intelligence Enhances Marketers' Dynamic Creative Optimization Efforts
Martech Is Eating Up CMOs' Budgets
Enterprise Software Acquisition Surges