| Follow Us: | ||
|
|
|
Look for technology and marketing thought leadership every month from Marketing Magnified.
Enter your email
Better Lead Yield in the Content Marketing Field
BtoB marketing organizations need to dramatically improve their capacity to generate and deliver trusted, customer-relevant and strategically unified content across a multiplicity of digital channels, formats and device types. Unfortunately, vendor content too frequently lacks value and tru... Report Details
Customer Attainment From Event Engagement
The CMO Council’s cooperative thought leadership report with the Exhibit and Event Marketing Association (E2MA) is aimed at benchmarking the business value of trade shows and events, as well as identifying new tools, technologies and techniques for driving experiential marketing effectivene... Report Details
2013 Online Advertising Performance Outlook
According to the McKinsey Quarterly, “the rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the web’s promi... Report Details
Big Data's Biggest Role, Aligning the CMO & CIO: Greater Partnership Drives Enterprise-Wide Customer Centricity
Discussions about the dynamic between chief marketing officer and chief information officer have often centered around the technologies being implemented in this age of digital engagement. However, as organizations realize the importance of delivering on a more customer-centric overall business s... Report Details
Brand Automation for Local Activation: Connecting Customer Engagement Into Measurable Local Strategies
This in-depth analysis reveals that even in the face of constrained budgets and overly taxed resources, marketers are optimistic that through improved targeting, relevance and measurement, optimization is possible, even at the most local, one-to-one customer level. However, to maintain brand imag... Report Details
MRM Year In Review: Mobile Advertising Bright Spots in 2012
All signs are pointing to mobile as the preferred channel of choice for engaging device-dependent customers. As marketers look to understand, test, leverage, exploit and measure mobile advertising, there is also a call for best practices in how this integrates with both online and offline custome... Report Details
Profitability From Subscriber Acuity: Embracing Behavior-Based Engagement Models
This study investigates where and how new thinking around data, analytics and the utilization of actionable customer intelligence can further monetize mobile subscribers. The CMO Council, through a series of qualitative interviews with leading CSP marketers and an in-depth online audit involving ... Report Details
State of Marketing 2012
The findings of the 2012 “State of Marketing” report indicate that the role of the CMO now encompasses more critical customer touch-points that directly impact the customer experience, and executives who are up to the challenge are being compensated based on their performance and impa... Report Details
APAC Digital Marketing Performance Dashboard
Digital marketing transformation across Asia is advancing thanks to high levels of optimism in digital marketing’s ability to attract and engage a highly mobile and digitally connected consumer, according to findings of a new study from the Chief Marketing Officer (CMO) Council. However, wh... Report Details
Authority Leadership Marketing: Making Content the Cornerstone of Customer Engagement and Relevance
Customer-centric content and authority leadership are critical to building brand trust, accelerating lead acquisition, and shortening selling cycles. This article from a leading practitioner of content marketing demonstrates how B2B leaders like Symantec, Oracle, Cognos, SGI, and others are using... Report Details
Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer
An initiative to explore where and how Mobile Relationship Marketing (MRM) is being embraced across multiple industries to ensure continuous customer touch and interaction, sustained support and service, closer and more dependent connectivity, as well as greater insight and intimacy. Detailed in ... Report Details
Whats Critical in the Telecommunications Vertical
The latest installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, seeks to provide key insights into the factors driving loyalty and defection in the telecommunications industry. "What's Critical in the Telecommunications Vertical" features data gath... Report Details
Advancing Customer Intelligence in APAC
This report explores how companies, specifically those with a presence in Asia-Pacific, can engage with customers in a more valuable way by being more adept at big data analytics. Not surprisingly, marketers report being overwhelmed by growing volumes of customer data and are still playing catch-... Report Details
More Gain, Less Strain: Optimizing Marketing Partner Performance and Value in a Digital World
The CMO Council's in–depth analysis of how marketers are optimizing marketing partner performance and value in a digital world was conducted during the second half of 2011. Included in the report are best–practice discussions with more than 20 leading brand advertisers, as well as qua... Report Details
Delivering Positive Impressions During Market Depressions
As the global financial crisis and US credit rating downgrade take grip, banks of all sizes are challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders, and investors. Quick response to ever-changing conditions and market g... Report Details
The Social Consumer Brand Compatibility Model
Social media has become one of the biggest, most dynamic parts of marketing. Brands across every vertical are scrambling to make up ground and develop and implement digital marketing strategies. While some brands scored huge early wins and established themselves as digital leaders, most marketers... Report Details
Variance in the Social Brand Experience
The impact of social media on the marketplace is undeniable, as consumers of all ages are enthralled by the level of engagement that sites like Facebook and Twitter provide. Likewise, marketers across all industries are racing to implement social media resources into the marketing mix. However, d... Report Details
Localize to Optimize Sales Channel Effectiveness
Despite the homogenization of markets, media channels, and brand experiences globally, localization of messages, images, creative executions, offers, deals, and interactions is still critical to marketing effectiveness and customer relationship building across many business categories. It is enab... Report Details
What's Critical in the Global Banking Vertical
The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline ... Report Details
Promotion Commotion: A View Into the Needs and Setbacks of the Front Line
The CMO Council interviewed 113 front-line managers, sales executives, and field marketing managers to assess their perspective of marketing materials. While almost everyone agreed that point-of-purchase materials and marketing consumables are persuasive at the point of sale, the management of th... Report Details
The 2011 State of Marketing
Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011. Among the priorities, marketers intend to add a one-two-punch of marketing analytics tale... Report Details
Making Sense of Subscriber Complexity
Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, us... Report Details
Renovate to Innovate: Building Performance-Driven Marketing Organizations
As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed C... Report Details
What's Critical in the Utility Vertical
Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requ... Report Details
What's Critical in the Vertical: A Look At Banking In Australia
Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter bankin... Report Details
A Straight Line To The Front Line
Growth and recovery are at the top of every executive’s to-do list as we head into a postrecessionary economy. This mandate has placed increasing pressure on Sales to close business and on Marketing to fill the pipeline with quality leads. And while the riff between Marketing and Sales is c... Report Details
Unify to Multiply: Marketing Ecosystem Effectiveness
Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand asset... Report Details
Competitive Gain In The Demand Chain
Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, th... Report Details
The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance
In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet,... Report Details
Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization
A Mapping + Tracking The Optimized Marketing Supply Chain InitiativeThere is an epidemic that threatens the optimized Marketing Supply Chain. As Marketers seek to provide the most timely, fresh and of-the-moment content to customers and channel alike, old, over-ordered or un-utilized materi... Report Details
Doing Away With Foul Play In Sports Marketing
Marketers have long invested in sports properties to boost awareness, loyalty and fan support for their products and services. However, as major sports franchises and events rapidly gain international popularity, official sponsors and partners are facing more frequent violations of their trademar... Report Details
What's Critical In the Vertical: Insurance
There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance V... Report Details
Mobile Relationship Marketing
As the most pervasive channel of communications and targeted engagement on the planet, the mobile phone reaches more than 5 billion users globally. The mobile channel is an unprecedented opportunity to reach both developed consumer markets in new an intrusive way, and developing regions that cate... Report Details
Marketing Outlook 2010
The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior mar... Report Details
Variance in The Tech Experience
Combatting Computer Stress Syndrome Today’s digitally dependent consumers are increasingly overwhelmed and upset with technical glitches and problems in their daily lives. While the threats and complications with computers are on the rise, customer technical support has no... Report Details
Why Relevance Drives Response and Relationships
Consumers are taking control of in-bound communication channels, unsubscribing to irrelevant email, and defecting from brands that continue to deliver uninvited and non-personalized content and random mass mailings, according to a poll from the CMO Council and Ricoh. Report Details
Leveraging Loyalty to Transform Publishing
As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon ... Report Details
Getting a Business Lift From Loyalty: The Leaders In Loyalty
Feeling the Love From The Loyalty Clubs Today, customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their n... Report Details
Define Where to Streamline
Making Marketing Supply Chains More Efficient, Agile and Enviro-Friendly With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the... Report Details
Bringing Social Security to the Online Community
A crucial concern for many users is security, a CMO Council survey (in process) of online social network users and trusted business group participants, shows that social networks worry about their personal data being stolen, spam, phishing, accepting third-party application invites, etc. Protecti... Report Details
Protection From Brand Infection
Marketer’s Fight Against Fakes, Frauds and Infringements The new Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Inte... Report Details
Marketing Outlook 2009
The 2009 Marketing Outlook Survey, the largest independent assessment of senior marketing executives today, is an annual global benchmarking initiative. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far dee... Report Details
Calibrate How You Operate: Improving Marketing Yield, Visibility and Process
Current marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. Accord... Report Details
Losing Loyalty: The Consumer Deflection Dilemma
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A new study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides the most comprehensive and detailed analysis... Report Details
Bottom Line From The Front Line
Driving the Bottom Line from the Front Line is a new CMO Council thought-leadership initiative that addresses the challenges facing global companies in their quest to develop world-class go-to-market capabilities. The study represents a "scorecard" that highlights an alarming trend among multinat... Report Details
Perfect How You Project
The Perfect How You Project survey of over 340 financial professionals, conducted by the BPM Forum and sponsored by Adaptive Planning, revealed that executives and financial staff, from a broad industry spectrum of small, medium and large companies, unanimously agreed that budgeting, forecasting ... Report Details
Routes to Revenue
A milestone research initiative to benchmark the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers. Centered around Customer Revenue Optimization (CRO), t... Report Details
Discovering The Pivotal Point Consumer
A Milestone Study on American Shoppers Who Drive CPG Brand VolumeA breakthrough study of American consumer shopping behavior that is designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and ad... Report Details
Track The Yack
The Track the Yack voice of customer (VOC) study, part of the CMO Council's Reinvent Mobile campaign, gathers nearly 10,000 distinct sentiments based on some 4,000 online conversations between mobile PC users to analyze the preferences of today's diverse digital user base worldwide. Analysis of t... Report Details
CLOSE Invention Session: New York
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ... Report Details
Variance in Customer Experience
Customer Affinity From Optimized Content Delivery Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to ... Report Details
Closing the Gap: The Sales and Marketing Alignment Imperative
As more executives are being held accountable for process and sales optimization, bridging the gap and aligning sales with marketing is a critical imperative versus a luxury of company culture. The study, which reached out to a wide cross-section of marketing, sales and channel management profess... Report Details
CLOSE Invention Session: Paris
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ... Report Details
CLOSE Invention Session: Palo Alto
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ... Report Details
Business Gain From How You Retain
Addressing The Challenge of Customer Churn and Marketing BurnBusiness Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the d... Report Details
CLOSE Invention Session: Brazil
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. ... Report Details
CLOSE Invention Session: Sydney
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ... Report Details
Channel Performance Outlook 2008
A Scorecard on Vendor-Channel PerformanceThe CMO Council and The Channel Performance Board have completed the Channel Performance Outlook 2008 study and report to explore how vendor and manufacturer partners are interacting with resellers, dealers, and distributors to help you drive maximum... Report Details
Marketing Outlook 2008
The CMO Council released the findings of its annual Marketing Outlook survey with an upbeat report on spend levels mostly holding steady or trending upward in 2008. Many marketers say they are frustrated and stymied by organization cultures, senior management mindset, and insufficient budgets. Mo... Report Details
CLOSE Invention Session: London
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ... Report Details
Profitability from Customer Affinity
According to research initiatives taken by the CMO Council, results indicate marketers are spending more time and resources on their customers. Profitability from Customer Affinity is a cooperative initiative developed from business schools, top market and customer relationship executives, design... Report Details
The Power of Personalization
E-mail, digital printing, dimensional mailers, personalized URLs and many other marketing tools present endless opportunities for today’s senior marketers to get to know their customers better and meet their individualized needs. But are they doing so? And what’s stopping them from do... Report Details
Call Center Exposure: Limiting Leaks and Peeks
With an estimated 100,000 call centers employing nearly 7.5 million workers handling an average of 1,708,379 calls per center per year, the opportunity for information leakage and data corruption is staggering. For many companies, the call center is the first direct touch point to the consu... Report Details
Competition at the Crossroads: Strategic Planning and Action in Disruptive Markets
The new study by Deloitte and BPM Forum finds that companies are having difficulty anticipating market change and are limited in their capacity to make effective course-correcting action, in large part due to insufficient investment in strategic planning, getting the right information and having ... Report Details
Define and Align the CMO
Through a proprietary mathematically based methodology created by Bluprints™, originators of the process to decipher business genetics, the CMO Council community was polled to define the quintessential modern CMO as defined by global CMOs. A complete formula outlining both positive and nega... Report Details
Marketing Outlook 2007
This groundbreaking study uncovers the further changes executives plan to make in 2007 to upgrade organizational effectiveness, strengthen customer engagement and achieve even greater measurability. Most marketers say they will have larger budgets in 2007 to accomplish these goals. Report Details
The Global Mobile Mindset
The Global Mobile Mindset Audit is the most comprehensive research effort ever undertaken to understand the needs, intentions and issues surrounding the purchase and use of mobile technology and services worldwide. Conducted by the CMO Council's Forum to Advance the Mobile Experience (FAME) and p... Report Details
Remote Revolution Report
As the world's mobile and remote workforce expands rapidly, to an anticipated 878 million by the end of this decade, companies are increasingly grappling with tough questions about how to best support, secure and empower their workers. Employee expectations are rising for ubiquitous real-time acc... Report Details
Comply on the Fly: Keeping pace with the Challenges of Mobile data Management
Data security and compliance are hot-button issues in today’s business world. Now with the growing number of mobile communication devices – being used by evermore mobile and global knowledge workers – come new security and compliance imperatives. Are companies doing enough to ad... Report Details
Secure the Trust of Your Brand Consumer Report
As the business-consumer relationship becomes more digitally dependent, successful information security management is becoming a critical determinant of brand trust, confidence and reputation. This report details consumer insights and attitudes toward security issues and their effect on brand loy... Report Details
Secure the Trust of Your Brand Final Report
This groundbreaking study underscores the gap between management focus on compliance-related issues and IT’s lack of ability to implement critical policies and procedures—while revealing the state of corporate governance and legal discovery readiness, identifying potential vulnerabili... Report Details
CEE The Future: Building Compliance Enabled Enterprise
This groundbreaking study underscores the gap between management focus on compliance-related issues and IT’s lack of ability to implement critical policies and procedures—while revealing the state of corporate governance and legal discovery readiness, identifying potential vulnerabili... Report Details
Market Viligance, Product Diligence: Powering Product Marketing Effectiveness
A multi-billion dollar global computer equipment company had a problem: with product marketing stakeholders operating in silos, there was little overall control over data that poured into the company daily. As a result, competitive response decisions that should have taken days to make at most st... Report Details
Accelerate How You Differentiate
Is your company an alert enterprise? The ability to quickly identify and respond to market and operational risks and opportunities is a major competitive advantage, and one in which information technology is playing an increasingly important role. The need for companies to become Alert Enterprise... Report Details
Select and Connect: Strategies for Targeted Acquisition and Retention
Select & Connect: Strategies for Targeted Acquisition and Retention explores the strategies, processes and methodologies to achieve maximum customer acquisition, retention and profitability. It also examines the marketing organization's level of customer knowledge, as well as the segmenta... Report Details
Targeting with Texting: The Value of Just In Time Mobile Messaging
According to professionals across a wide range of industries, text messaging has blossomed into a critical mechanism for enterprises and organizations as a means of instant, effective and affordable alerts. Text messaging, the practice of sending short messages to mobile devices, is enabling ente... Report Details
RetailFluency
The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they p... Report Details
Crunch Time: Global Competitiveness
If you're an executive in the North American high technology or telecommunications industries, there is a high probability you are feeling the heat of increasing global competition. In general, your competition is bigger, tougher, and decidedly more global than ever before, and it is often coming... Report Details
CLOSE: Scenarios and Solutions: Mapping the Traps and Sales Effectiveness Gaps
In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hingi... Report Details
Digital Directions Survey Report
Today's promotional marketing industry is in the midst of a metamorphosis. As the Internet realizes its potential in reaching consumers and business, and with the proliferation of wireless networks and digital devices, digital media and technology are transforming promotional marketing. But there... Report Details
Staging and Gauging Survey Report
After facing the challenges of reduced travel following 9/11 and event-spend cutbacks during the subsequent business slowdown, event marketing has rebounded magnificently. Expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $140... Report Details
Measures and Metrics Report
The CMO Council has published a milestone report on the topic of Marketing Performance Measurement (MPM). Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report is designed to be the definitive industry report on how companies should measure and quantify m... Report Details
Marketing Under Siege: 2003 Report
Published in February, this study provided direct insights into the current health of high-tech marketing and provides a prognosis for 2003. The study is a good read for CMOs who have to demonstrate a direct impact on revenues while also effectively communicating with internal audiences. Report Details
