"Marketers have the power to enact change - they hold the purse strings. But if they cared so much, they'd do more than talk; they'd vote with their dollars. But until that happens, they get together at industry events and talk about standards. "Establish a unified, global standard for marketing metrics that creates alignment between marketing and financial outcomes with specific deliverables.""
"But marketers from the Fortune 1,000 could actually change the system. They could improve online identity and privacy, shrink ad fraud, curb spend on made-for-arbitrage junk and steer the digital supply chain toward quality. Because when big brands say "get in line," vendors snap to attention. Instead, CMOs want to clean the river from 30,000 feet without ever leaving the airplane."
"According to NYT, some of the documents suggest that Amazon executives avoid using terms like "automation" and "AI" to describe these goals, a claim that the company has pushed back on. Of course, blue-collar workers at Amazon are far more likely to churn - at an annual turnover rate of 150% , according to a leaked memo from 2022. Yet another memo warns that the company could soon run out of new people to hire altogether."
Marketers hold budgetary power capable of compelling vendors to improve online identity, privacy, fraud prevention, and digital supply-chain quality by reallocating spend. Industry events prioritize standards and metric alignment messaging rather than decisive purchasing actions. Large brands can enforce vendor compliance when they demand quality, but many CMOs favor distant, high-level solutions over hands-on interventions. Amazon appears to avoid labeling workforce changes as 'automation' or 'AI' while facing high blue-collar turnover and potential hiring shortages. Generative AI has reduced Google Search traffic for some businesses, with limited conversion impact for many search-dependent marketers.
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