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Though 59% of national brand marketers say local marketing is essential to their business growth and profitability, only 7% say they have highly evolved campaigns in place—complete with measurements and analytics—that can activate consumers at a local level, according to a report by the Chief Marketing Officer (CMO) Council in partnership with Balihoo.
While 59% of national marketers say local demand generation is essential to business growth, only 7% have highly evolved campaigns and measurements in place to activate customers at the local level, according to a new study by the Chief Marketing Officer Council.
While many brands and retailers have a vague understanding of the importance of localizing their marketing efforts, they simply aren’t doing it effectively — if at all. That’s according to a new survey and report entitled “Brand Automation for Location Activation.”
Today a report from the CMO Council, sponsored by local marketing automation platform Balihoo, all but confirms my thesis. The report is substantially based on a survey of national/brand marketers and their agencies. It explores their overall localization tactics and the barriers they face. I’ve written up the report at Marketing Land.
The Chief Marketing Officer Council has released its latest thoughts on mobile advertising through its MRM (mobile relationship management) Year in Review report (Posted by Caroline Robertson).
A study titled “Engage at every stage “ and sponsored by the CMO council, a body dedicated to high level marketing information exchange explains that the key to successful mobile will be in using the mobile phone as remote control to manage consumer relationships.
The CMO Council’s latest mobile advertising report reveals that mobile relationship marketing (MRM) was “the single most investigated, tested and piloted” marketing activity of 2012.
The Chief Marketing Officer (CMO) Council keeps its ear to the ground all year round. Here in a new study, conducted in partnership with HP, CMO Council reveals that marketers in the $1.3 trillion global telecommunications industry are being both challenged and enabled by the free over-the-top (OTT) communications service providers, such as Google, Skype and Facebook.
A recent CMO Council report called "Closing the Gap" found that sales teams spend approximately 40 percent of their time preparing customer-facing deliverables, while leveraging less than 50 percent of the materials created by marketing.
Unilever, SlimFast, Audi, and Priceline.com are among a growing number of brands embracing Mobile Relationship Marketing (MRM). All four are turning rich media engagement and relevant content into connected experiences that go from web to mobile.
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 customer acquisition and relationship-building initiatives.
Marketers in the $1.3 trillion global telecommunications industry are being both challenged and enabled by free over-the-top (OTT) communications service providers, such as Google, Skype and Facebook, according to a report from the Chief Marketing Officer (CMO) Council.
Over-the-top players are increasingly being courted for partnerships and revenue-sharing opportunities by fixed and mobile operators, claims a new report from the Chief Marketing Officer (CMO) Council. 44 per cent of telco marketers confirmed they are actively exploring deals with OTT service providers.
Having previously seen the providers of free “over the top” (OTT) communications service (such as Google, Skype and Facebook) as competitors, many marketers within telecommunications companies have turned a corner and are starting to view them as partners for other sources of revenue streams.
The customer experience is a holistic entity that can neither be owned nor borrowed. Instead, it’s like a garden, which can be tended to and cultivated by consumers, marketers, brands and really anyone who comes in contact with the consumer. While seeds can be planted, watered and weeds can be pulled — the only way that the customer experience can truly flourish is if everyone comes together.
Communications service providers are learning that when it comes to over-the-top services, they can't beat the big names like Facebook, Skype, and Google, so they have to find out how to join them. This was the biggest attitude shift observed in the CMO Council's latest survey of 222 marketers in the telecom field, including wireline and wireless operators, Internet service providers, fiber optics network operators, and cable and satellite companies. It also conducted in-depth interviews with big players like AT&T, Bell Canada, Deutsche Telekom, Etisalat, and Vodafone.
Marketing, you see, doesn't think it has a technology problem, and if it does, it doesn't see the IT organization as the fix. In its excellent State of Marketing 2012 report, the CMO Council asked marketers about the organizational or operational changes they plan for this year. Just 10% cited "improve alignment and collaboration with IT."
As his career path and his new role demonstrate, CMOs today must broaden their expertise well beyond traditional marketing by developing the coveted technology and social-media skills that translate into digital connectivity to enhance customer understanding and customer experience. According to the CMO Council's recent "State of Marketing report," nearly two-thirds (63%) of senior marketers are looking to solidify their social-media strategy in 2013, yet only 18% feel that they have the skills, talent and budget to fully exploit the potential of digital customer engagement.
Marketing is white hot. Last month, the CMO Council declared 2013 “The Year of the Marketer.” Earlier, Gartner had predicted that by 2017, CMOs will spend more on IT than CIOs do.
In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.