Chief Marketing Officer
Council World Wide

Follow Us:
Join CMO Council's Network on LinkedIn Follow CMO Council on Twitter Watch CMO Council on YouTube
Strategic Interest Groups button
Content ROI

Look for technology and marketing thought leadership every month from Marketing Magnified.

Sign up for the Mailing List
MARKETING NEWS FLASH |

REPORTS & RESOURCES

X
Please Sign In here:
Download the Report : State of Marketing 2012
home / reports & resources / report details

REPORT

Integrate to Accelerate Digital Marketing Value

Driving eMarketing Performance With the Right Platforms, People, and Processes With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they allocate, optimize, and justify spend. Functional marketing silos are being imploded and tightly connected for improved collaboration, integration, workflow, and use of critical data using advanced marketing automation platforms. Determining the optimal way to go to market has never been more challenging. A multitude of new media channels and online/mobile avenues of market access are fragmenting media buys. Channels of distribution are multiplying, requiring broader, more diverse, and customized marketing support. Sophisticated customer information gathering and database marketing techniques are seeing big shifts of marketing resources in areas that allow for improved behavioral targeting and personalization to optimize response and revenue potential. Market pace and velocity require more efficient and intimate online customer engagement, quicker product uptake, and viral affirmation through social and shared interest networks, as well as greater prominence and cost-effective prospect acquisition through websites and contextual search optimization, web content delivery, and pervasive mobile connectivity with customers. The current marketing planning process requires better data integration and analytics, more accurate forecasting and predictive modeling, higher levels of marketing group participation and accountability, as well as the deployment of closed-loop campaign performance dashboards. This will be driven by a wider embrace of marketing automation platform processes, continuous business activity monitoring, and intelligence gathering across all customer touch points, interactions, and transactions. Today's chief marketers are challenged to staff and resource digital marketing programs, integrate offline and online campaigns, and unify disparate marketing functions. More importantly, they have to be effective at making a business case to management on how digital marketing investment and migration will drive business performance, increase customer lifetime value and retention, as well as create more adept and adaptive organizations. "Integrate to Accelerate Digital Marketing Value" will highlight where and how marketing solution investments are improving marketing campaign effectiveness and outcomes.

Download Executive Summary (PDF) (0 USD)
Purchase Full Report (PDF) (199 USD)
ADD TO CART
RELEVANT CONTENT
TABLE OF CONTENTS
QUALITATIVE INTERVIEWS

CHARTS

Featuring 28 research charts
 
 
Tim Suther - SVP, Digital Marketing Services | Acxiom Corporation

Mark Phibbs - Marketing Director | Adobe

Nicolas De Kouchkoysky - Chief Marketing Officer | Alcatel-Lucent Enterprise

Markus Kramer - Global Marketing Director | Aston Martin

Michelle Waldgeir - VP of Marketing | Astrum Solar

Drew Panayiotou - SVP, US Marketing | Best Buy

Richard Brayer - Chief Marketing Officer | Car-X

Richard Stamets - Strategic Marketing Executive | Chartis Insurance

Steve Carchedi - Chief Marketing Officer | General Electric

Charlie Cole - VP, Online Marketing | Lucky Brand

Lynne Brum - VP, Marketing and Corporate Communications | Metabolix

Andisa Nitsubane - Marketing and Communications Director | Microsoft

Robert Solomon - SVP & Chief Marketing Officer | Outrigger Hotels & Resorts

Lapo Paladini - SVP and Chief Marketing Officer | PerkinElme

Robin Saitz - SVP Solutions Marketing | PTC

Suaad Sait - Chief Marketing Officer | Rackspace

David Friedman - SVP of Marketing Business Unit | Sears Holdings

Issac Turk - Senior Director Database Marketing & Analytics | Sirius XM

Roger Menz - VP, Global Marketing | Sony Music

Robin Korman - SVP, Loyalty and Strategic Partnerships | Wyndham Hotels Group

Gina Testa - VP of Marketing | Xerox

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

Legal Notice | Privacy Policy | Terms of Use | Sitemap | Contact © 2016 CMO Council. 1494 Hamilton Way, San Jose, CA 95125