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Today, partnering is often the first strategy CMOs evaluate to help their organization reach new audiences, test new products, accelerate domain knowledge or IP, expand geographically, access capital sources, and close revenue shortfalls. Yet the probability of success is quite low: in 2014, the BPI Network and The CMO Council reported dismal results from alliances. They interviewed 330 companies and found that 80 percent deem the majority of their efforts unsuccessful. That’s a sobering rate.
In our 3rd annual CMO Innovation Trends study, participants told us their two biggest challenges are a lack of talent to address business imperatives and effectively building a strong brand across online and offline touch points.
Perhaps of all of the executive roles being transformed by technology, the role of the Chief Marketing Officer is amongst the most impacted.
Latest PeerSphere eMagazine Highlights Benefits and Challenges of Implementing Marketing Performance Measurement Systems and Cultural Changes Needed for Organizational Uptake
Back in the golden age of advertising, immortalized in “Mad Men”, creative shops had more data and customer research at their fingertips than did their clients. Those days are over.
Meanwhile, separate research from the CMO Council from last summer found that personalized content was proving effective, with 56% of surveyed marketers worldwide reporting higher response and engagement rates, and 47% reporting more timely and relevant interactions.
If CRM platforms want to connect with front-line sales and marketing staffers, tapping into social signals is not a ‘nice to have,’ but a ‘need to have’ feature.
Leading retailers have made great strides in becoming omni-channel, multi-channel marketing experts. Reaching consumers across multiple channels, having a strong digital presence, engaging on social platforms, and embracing mobile continue to be key themes in targeting today’s shopper.
Reaching a global audience may seem like every business’s goal. New and innovative digital mediums make it incredibly easy to reach consumers anywhere on the planet. However, even with social and digital platforms for publishing, engagement and feedback, you may not be connecting with the markets you want.
The majority of B2B marketers are overspending when it comes to acquiring new customers.
Small business CEOs have a difficult time to discern what really will “trip the trigger” for a customer to make the decision to purchase in today’s marketing scene.
The digital marketplace has created a business imperative that every company be—in some way—a technology company.
Companies' varying reporting methods make it tough to discern the racial and gender makeup of the ad industry.
Understanding the impact of your marketing is key to making wise investments in social media as many marketers still struggle to measure the ROI from social media.
While plenty of folks pay lip service to social media’s potential as a marketing platform, their estimate of its actual value remains fairly low, according to a new survey by the CMO Council, which polled around 150 top marketing executives across a range of industries, most of them from companies located in the U.S. and Europe, about their business strategies.
Nearly one month into 2016, two trends are becoming clearer: programmatic advertising and personalization are getting a lot of attention. The authors of two reports believe brands will continue banking on the two P's throughout the year.
The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015 and was conducted in partnership with Pegasystems, a provider of strategic business applications.
Marketers looking to deliver exceptional customer experiences are increasingly turning to personalization as the key driver to maximize customer value.
But this will require redefining data's value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior—including how customers react to different trends, news, offers, deals, product promises, promotional prompts, recommendations, social commentary and personalized messages.