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May 2014

PeerSphere, Volume 3, Issue2

The latest issue of PeerSphere is now available. Among the articles aimed at global marketing leaders:

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April 2014

FierceCMO Reveals List of “Women to Watch” in B2B Marketing

Marketing Leaders Honored for Impact on the Industry

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11 compelling mobile stats every retailer should pay attention to

Whether you're operating on an e-commerce platform, in a store or both, you will improve your retail business when you pay attention to key facts and stats about online shopping. The thing is, today's customer rarely walks into a store and makes a purchase without first researching, comparison-shopping, and/or looking at the store's website — and all of these things affect the way he or she shops. So to set you up with a greater understanding of your customers and how they are buying, here is a comprehensive list of some mobile behaviors every retailer needs to know.

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Research Corner: Not all B2B buyers use the same kind of content in the same way for purchase decision-making

There is no content "magic bullet" for B2B buyers, according to a new study released by the CMO Council.

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March 2014

Business Buyers Relying More On 3rd Party Content

New content marketing research by the Chief Marketing Officer (CMO) Council reveals insight-hungry business buyers are increasingly reliant on trusted third-party information to make more educated decisions.

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The Six Kinds of B2B Content Consumers

Everybody's a publisher. It's a phrase commonly uttered in digital circles, a mantra for the dawn of content marketing. But the truth is, that while everybody publishes stuff, everybody is not a publisher if you define the word as an entity puts out content that is both credible and that people actually want to consume.

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Stop Random Acts of Content Marketing

Content consumption drives decisions, so marketers must leverage such material across the entire customer journey to build awareness, generate sales, and cultivate long-term relationships.

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Corporate Drag ‘Hamstrings Customer-Centric Marketing’

Marketers' efforts to make companies in Asia Pacific, including Australia, more customer-centric are being held back by operational gaps, laggard systems and minimal resources, according to a new report by the CMO Council.

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Who Owns the Responsibility of Customer Experience?

Ownership of customer experience is fragmented across businesses and as result only 23% of marketers have a complete view of interactions across all stages of the customer lifecycle.

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Marketers Know Customer-Service is Lacking in APAC: CMO Council

Asia-Pacific – A New CMO Council study reveals that only 26 per cent of marketers believe their back-office systems and structures enable their companies to live up to brand promises and marketing claims.

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Asia-Pacific Marketers Admit They Lack Formal Customer Engagement Strategies

CMO Council report finds regional marketers lack the back-office systems, operational structures and formal customer experience management strategies to meet their brand objectives.

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APAC Marketers Seek Greater Role in Customer Experience

Asia-Pacific and Japan (APJ) companies may want to take heed of the famous quote by American actress Mae West—"An ounce of performance is worth pounds of promises"—particularly as it relates to delivering on brand promises made to Asia's 4.3 billion consumers.

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Auto Dealers Updating Their Social Media Strategies

Auto dealers aren’t paying enough attention to social media. The new Turning Social Feeds into Business Leads report published by the CMO Council along with hoojook, indicates that auto dealers are active in social media. The problem is, auto marketers are not using autodealershipsocial media information to its full potential. Doing so would help them boost the number of leads they get every month.

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Dreams of a More Streamlined Car-Buying Process, With Technology as Facilitator

SANTA MONICA, Calif. — For generations, the auto dealer has been the primary avenue for carmakers to sell vehicles to consumers. But technology is rapidly changing that equation. Consumers no longer depend on dealers to learn about cars, and automakers are trying to sell more directly to consumers — despite the varying restrictions in most states on manufacturers’ owning or operating dealerships.

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38% of Consumers Will Take to Social Media When Shopping for Their Next Car

Social media has become a popular medium for generating new leads, and according to a new report, 38 percent of consumers will use social media to find their next car. CMO Council has published a new white paper titled “Turning Social Feeds Into Business Leads,” which takes a look at social marketing in the auto industry.

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Car Brands Missing Out by not Using Social Media as Sales Tool

Based on interviews with senior marketers and execs from car brands, as well as dealer networks and service providers in the US, the report finds that most see social as a powerful way of understanding and engaging with consumers. However, it cautions that the majority are only in the early stages of developing social media marketing metrics and integrating social media data into CRM schemes and sales leads.

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CMO Council Releases Auto Report Indicating Lack of Social Media Leverage

The Chief Marketing Officer (CMO) Council has released a report indicating that the auto industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines. Social media is stimulating extensive auto-related conversations and content that create major opportunities to identify likely buyers and engage them based on their preferences and purchase intent, according to the report, which is entitled 'Turning Social Feeds Into Business Leads'.

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Vehicle Marketers Do Social, Seek Analytics

Social media is a constant challenge and opportunity for automakers. As Erich Marx, Nissan’s director of interactive and social media puts it, if ROI is a bit unclear, the COI — cost of ignoring — is huge.

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CMO Council Report: Car Industry Does not Harness the Power of Social Media to its Fullest

The automotive industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines, argues a new report by the Chief Marketing Officer (CMO) Council. Social media is stimulating extensive auto-related conversations and content that create major opportunities to identify likely buyers and engage them based on their preferences and purchase intent, according to the report, which is entitled “Turning Social Feeds Into Business Leads.”

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What’s your COI – or 'Cost of Ignoring'?

The CMO Council is out with a new report today on the use of social media marketing in the auto industry. As might be expected, they find that social is broadly used for building engagement, brand awareness, customer loyalty and the like. 

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

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