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As the study states, “90% of sales materials created are not used by sales and fewer than 50% of salespeople use the CRM tools provided by their company” (numbers provided by the CMO Council and CSO Insights, respectively). That’s a pretty frightening discrepancy when you consider the costs involved – and the fact that businesses are expected to have higher content budgets this year than last, especially when it comes to video content.
We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.
According to a recent report in the L.A. Times, marketers are widening their focus and preparing to invest more resources in online brand advertising. Unlike direct response advertising, brand advertising is designed to simply promote a specific company, product or service.
The 2013 Online Advertising Performance Report by the CMO Council and Vizu (a Niesen company) showed that 64 percent of marketers plan to allocate more budget spend to online brand advertising this year. Additionally, 69 percent indicated a growing interest in mobile advertising and 64 percent are increasing their interest in video advertising.
According to the CMO Council’s new Brand Automation for Local Activation study, 59 per cent of respondents believe local marketing is essential to growth and profitability, yet struggle to develop strategies and measure its effectiveness. Just seven per cent claimed to have highly evolved campaigns and measurements in place to active local customers.
We know that consumers prefer mobile experiences, but if you’re a marketer, there’s a good chance you’ve noticed a campaign on your phone or tablet that has not been designed for mobile. It seems many marketers are still considering mobile as an afterthought, despite the opportunities it presents, and will continue to present as mobile penetration explodes.
In its most recent annual report on the state of marketing, the CMO Council found that only 12 percent of respondents view their agency partners as “extremely valuable.” And nearly half (47 percent) characterized their agencies as being average, underperforming, or not producing at all. Gack!
According to the 2013 Online Advertising Performance Outlook, a report produced jointly by Vizu, a Nielsen company, and the CMO Council, advertisers are changing how they view the online medium. "Long the bastion for direct response, marketers are now embracing online for branding purposes aimed at shifting consumer perception," Nielsen says.
The amount of data zooming in and out of companies continues to climb. There's company, product, and pricing information; competitive information; and customers' demographic, behavioral, and attitudinal data as well. Plus, all of this data has to be communicated over multiple channels. It can be overwhelming to say the least. So when it comes to addressing customers' immediate personal needs, marketers can use all the help they can get. That's what marketing automation sets out to accomplish.
A key challenge for companies seeking better customer relations is to use the large amounts of data they collect to improve the way customers experience their organizations. In a new study, the CMO Council finds that IT and marketing professionals agree that a customer-centric culture supported by big data is a key competitive advantage and an important way to differentiate their business.
Although events and trade shows remain a “vital part” of the marketing and customer engagement mix, senior marketers say they’re challenged to measure and prove ROI, according a new study by the Exhibit & Event Marketers Association (E2MA), the results of which were released this week.
Titled “Customer Attainment from Event Engagement,” the report — conducted in partnership with the CMO Council — is based on a survey of 260 brand marketers, as well as interviews with 21 senior brand marketers and 11 meetings industry experts.
With 91% of B2B companies doing it, content marketing has quickly become one of the most popular mediums for marketers. Uberflip’s latest infographic, The State of B2B Content Marketing, explores how B2B brands are leveraging these tactics, including common objectives, promotion tools, metrics and reported results.
Conducted in partnership with the Exhibit & Event Marketers Association (E2MA), the survey of more than 260 brand marketers found that events were still the No. 1 marketing channel, but search, direct/email, and Web-based marketing were each nipping at the heels of the events channel.
Exhibiting at trade shows is still an important part of the marketing mix for brand marketers, but many now prefer to organise their own, more targeted events, new research has found.
The Chief Marketing Officer (CMO) Council, together with the Exhibit & Event Marketers Association, recently polled more than 260 brand marketers. Findings show that 89 per cent believe trade exhibitions still hold some level of value for their organisations, with 31 percent considering them essential.
The CMO Council and Exhibit & Event Marketers Association (E2MA) have released a new report examining events and trade shows and their contributions to customer engagement.
Even as events remain a vital part of the marketing mix, and a key channel for direct one-to-one customer engagement, marketing executives—lacking visibility into the conversion pipeline—don't have sufficiently effective methods for measuring the impact of events and tradeshows on sales and revenue (and therefore can't prove ROI), a new study has found.
Despite 59% of national marketers noting that local demand generation was essential to their business growth, only 7% feel they have highly evolved campaigns and measures in place that can activate consumers at a local level. Donovan Neale-May, Executive Director of the CMO Council, notes that “… according to the U.S. State Department, American businesses lose $50 billion annually in potential sales because of problems with localization… (Source: Center for Media Research).
A study by the CMO Council, together with the Exhibit and Event Marketers Association (E2MA), has found that senior marketers still need to find effective methods to measure and prove ROI around events and trade shows.
Facebook adds another high profile outlet and a massive audience to the growing swell of localization — unfortunately not many businesses have kept pace. The CMO Council’s Executive Director Donovan Neale-May stated in a press release announcing a new report on the importance of localization in marketing: “According to the U.S. State Department, American businesses lose $50 billion annually in potential sales because of problems with localization, so it is clear that this localization gap has a significant lost opportunity cost to any business willing to allow 30 days to pass before driving relevant content into a local marketplace.”
Online advertising seems tailor-made for direct response marketing, given its measurability and ability to land an immediate sale. But now online channels are growing up in their capability to deliver media content and audiences, and the majority of online marketers in 2013 are fairly evenly splitting their digital spending between brand and direct response advertising — even though there’s still a lack of consistency in effectively measuring ROI across platforms. That picture of the evolution of online advertising emerges from a new survey report by Vizu, a Nielsen company.