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February 2013

National Brands Lack Tools to Execute Local Campaigns Effectively

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.

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CMO Council Finds Marketers Dissatisfied With Local Campaigns

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.

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Study Reveals Brand Marketers Mostly Clueless And Inept At Localization

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.”

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Think Nationals Will Drive Local-Mobile Ad Spending? Think Again

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.

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CMO Council Reveals Mobile Advertising Bright Spots In 2012 Study

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).

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Mobile Great For Client Relation Management

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.

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Only 16% Of Marketers Have Mobile Strategy

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.

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CMO Research Shows Telecos Seeking Partnerships

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.

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How To Lower Costs By Repurposing Content

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.

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CMO Council: Mobile Marketing's Bright Spots

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.

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MRM Year In Review: Mobile Advertising Bright Spots In 2012 Report

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.

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January 2013

Telco Marketers Lead The Charge For New Markets

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.

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Telco Marketers Striking Deals With OTT Providers

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.

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Competitors, Roles Changing For Telecom Marketers

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.

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Just Because You Want To Own The Customer Experience, Doesn't Mean You Should

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.

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Telco Marketers Court OTT Players

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.

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5 Ways Business Still Fails The IT Organization

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."

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LivingSocial CMO Showcases Diverse Career Path Needed For Today's Leaders

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.

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What Oracle's Plan To Acquire Eloqua Means For Marketers

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.

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Australian Marketers Should Make Mobile Their New Year's Resolution

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.

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

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