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January 2014

Digital measurement in Asia Pacific: A reality check

Everyone talks about measurement, but the true state of the art in many organisations may disturb you. Digital measurement is quite a popular conversation topic in management circles and industry conferences. But how much of the urgency purported at networking events really transforms into concerted and sincere effort toward meaningful and simple measurement ecosystems within today's enterprises? 

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December 2013

B2B marketers need to stop playing the victim

B2B marketers need to stop playing the victim and spend more time learning customer centricity from their consumer counterparts if they wish to remain relevant in five years’ time.

Speaking during a recent CMO Council webinar on what the role of the CMO will look like in 2018, Mitel executive vice-president and chief marketing officer, Martyn Etherington, claimed the reason B2C marketers have traditionally been more successful than B2B marketers is thanks to their customer centricity. He predicted a blurring of the line between the two types as customer centricity and micro-segmentation become the norm across all businesses.

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Big data success needs the CMO and the CIO

Not so very long ago, marketing saw information technology as a back office operation inhabited by geeky types who would never be able to understand the mind of the marketer, while IT regarded marketing as obsessed with creativity but cavalier about budgets. Each thought of the other as clever, committed and necessary but otherwise somewhat unfathomable

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Marketing Execs Struggle to Fulfill Big Data Potential

CMO Council research shows that marketing executives are not yet benefiting from real-time data analysis and other promised benefits of Big Data. While Big Data technologies present some exciting new opportunities for marketers, few marketers appear to be realizing Big Data benefits. 

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Adobe and CMO Council Study: Indian Marketers Ready to Adopt and Integrate Digital Marketing in Their Businesses [Professional Services Close - Up]

Adobe November 28 released the second annual Adobe APAC Digital Marketing Performance Dashboard, a study done by the CMO Council in partnership with Adobe. According to a release, a six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 respondents from India.

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Big data could generate $250b in APAC revenues

Big data could help generate an extra $250 billion in revenues in the Asia Pacific region, however implementations are hampered by a lack of available skills and poor internal communications. That's the key finding of new research commissioned by Hitachi Data Systems (HDS) and conducted by The Economist's Economic Intelligence Unit.

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Despite gaps, APAC marketers confident of digital abilities

SIGNIFICANT differences are starting to appear between Asia Pacific countries according to the results of the second annual Adobe APAC Digital Marketing Performance Dashboard conducted by the CMO Council in partnership with Adobe. 

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How to start the journey towards customer-centricity

Westpac and CMO Council discuss how marketers can help their organisations improve customer engagement, and present highlights of a forthcoming study into best practices for brands wanting to improve customer experience. Chief marketers struggling to put customer experience at the heart of their corporate culture should start by identifying clear areas of opportunity they can build off, Westpac’s head of CRM claims.

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Study: Australia’s CMOs need to invest more building digital staff capabilities

Australian marketers are still focusing their digital marketing efforts primarily on driving traffic to their web sites while higher customer satisfaction (and its corollary engagement) languish as a priority.

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Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. They flunked themselves, owning up to poor data quality, shoddy customer intelligence, poor customer information integration, and lack of a real-time sales orientation. Liz Miller directed the study, so we went to her for the post-mortem.

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November 2013

60% Asia-Pacific Marketers Show Strong Support For Digital Marketing

It’s no secret that digital is the future and Asia is where the action is. The advancement of digital marketing transformation across Asia is the basis of findings of a new study from the Chief Marketing Officer (CMO) Council. Initially reported by IDR, “APAC Digital Marketing Performance Dashboard’ is a study by the CMO Council in partnership with Adobe.

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More Finger Pointing Between Sales and Marketing Won’t Solve the Problem

Last week BtoB Magazine published an article summarizing a study from the Chief Marketing Officer Council. The study indicated that “Sales teams suffer from a deficiency of real-time customer insight.” The performance of sales teams is not questioned in the study, per se. The performance of sales teams is not questioned in the study, per se. In the study, 9% of recipients said their organizations “have customer intelligence systems that deliver real-time, account-based news, social insights, customer developments and market shifts to sales.”

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Asia firms lag in spending on digital marketing

AS attention shifts from traditional media to online channels, the marketing budget should also shift accordingly. But while their western counterparts are doing it, the Chief Marketing Officer (CMO) Council says that Asian companies are not keeping up with the move.

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APAC marketers finally focus on customer-centric digital approach to mktg

Significant differences are starting to appear between Asia Pacific countries. A two-stroke regional approach is emerging in digital marketing, where some countries are advancing with increased focus on analytics and competitive advantage leveraging big data, and others are struggling with limited budget and lack of skillset to implement analytics and reporting technology that will enable them to build a case for return on investment.

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Enterprises Get Failing Grades in CMO Council Scorecard of Customer Sales Intelligence: New Marketer Survey Reveals Major Deficiencies in Real-Time Customer Information Provisioning

A sweeping indictment of how corporations empower their front-line sales force, key account managers and channel partners was issued in a new report released by the Chief Marketing Officer Council, an executive affinity group whose members control more than $400 billion in annual aggregated marketing spend worldwide.

Based on a comprehensive audit of senior marketing executives at enterprises of all sizes, the CMO Council found significant deficiencies in customer information systems and the delivery of real-time, account-specific customer insight that can boost the performance, value and productivity of sales personnel, service/support groups and channel partners.


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Move over HK, Australia is the region's digital hub

Australia is on track to become a hub of digital marketing expertise for the Asia Pacific region, but a confidence crisis could kill the opportunity.

Liz Miller, chief marketing officer of the CMO Council, told B&T Australia is one of the most advanced countries in the region when it comes to digital marketing, with the skills and experiences necessary to become a regional centre of learning.

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Australia leads the region for digital marketing excellence

Australia is leading the region when it comes to embracing and utilising digital marketing, but more needs to be done to build multi-channel customer engagement excellence and skill sets across the industry.

These are the overarching findings of the second annual APAC Digital Marketing Performance Dashboard Report, conducted by the CMO Council in partnership with Adobe. The research involved a six-month in-field program to benchmark levels of adoption, traction and success of digital marketing across Australia, China, Korea, Singapore, Hong Kong and India and was based on responses from 276 senior marketers.

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Australia leads in digital marketing

Australia leads the Asia Pacific region in the adoption of digital marketing. With further investment and skills development, Australia could become a regional centre of expertise for digital marketing in the region, says a new report.

Adobe has released its second annual APAC Digital Marketing Performance Dashboard Report in partnership with the CMO Council. It is based on a six-month in-field program comprising quantitative and qualitative surveys (registration required for download).

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Study: Sales teams lack customer insight, real-time marketing

Sales teams suffer from a deficiency of real-time customer insight, a shortcoming that hampers sales, according to a report by the Chief Marketing Officer Council. According to “The Customer Sales Intelligence Scorecard,” 79% of marketers responding said they are not satisfied with the current levels of closure and conversion of customer opportunities.

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B2B Marketers Unsatisfied with Conversation Rates: CMO Council

Almost 80% of B2B marketers aren’t satisfied with their current levels of customer conversions, according to a new report from the CMO Council.The problems stem from the fact marketers aren’t properly utilizing their real-time customer information, or effectively automating the mining of big data.

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