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BACKGROUND
According to an in-depth article in The McKinsey Quarterly, “The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web’s promise as the most targeted and measurable medium in the history of marketing…Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the digital world’s full power.”
The management journal went on to state, “Unless this problem is addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry’s growth.” Studies by McKinsey show that companies introducing rigorous measurement techniques report a higher level of satisfaction with digital marketing. The consulting firm also notes that over half of respondents to its online digital marketing survey of 340 senior marketers are not satisfied with the current process of allocation and measurement and are mostly using qualitative (subjective), not quantitative techniques.
To address this issue, the CMO Council will leverage its worldwide affiliate network to form a global coalition of resources and partners in the interactive digital marketing sector, conducting strategic briefings and workshops for its senior marketing members. It will also collaborate with leading solutions providers, analyst groups, consultants, functional marketing organizations and media partners, to explore various facets of online market engagement; lead acquisition and conversion; customer intimacy, listening and experience; individualized relationship management; as well as viral, word-of-mouth advocacy.
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INITIAL CAMPAIGN
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Keeping a Closer Eye on Content ROI
will audit and assess the degree to which leading North American brands in target market sectors are embracing integrated Web content management, platforms, and collaboration software to seamlessly deliver and measure the impact of rich media and video, social media and online communities, as higher levels of personalization and customized interaction. The high-profile authority leadership initiative will bring together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance. |
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SPONSORSHIP INFORMATION
A wide range of underwriting options exist, ranging from $25,000 to $150,000, depending on scale, global scope and duration of involvement. Branded areas of research and insight will be incorporated within the Digital Performance Marketing Institute to address specific pain points, advocacy platforms and strategic imperatives. Current and past underwriters of CMO Council events and programs have included: Oracle, CSC, Xerox, Deloitte, Alterian, Ricoh/IBM InfoPrint Solutions Company, BCG, IBM, D&B, SPSS, Pitney Bowes, Satmetrix, MarkMonitor, Eastman Kodak, Interwoven, Experian, eRewards, Catalina Marketing, United Business Media, IDG, Wall Street Journal, The Economist, and many more.
For more information about the Digital Marketing Performance Institute and its inagurral research initiative, Keeping a Closer Eye on Content ROI, contact Bryan DeRose, Senior Director of Business Development of the CMO Council.
Bryan DeRose
bderose@cmocouncil.org
650-433-4144
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ADVISORY BOARD
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FACTS & STATS
Online advertising spend will top $31 billion in 2009. This includes search engine marketing, online display marketing, classified, email marketing, lead generation, online video marketing, sponsorships and emerging channels. (Forrester Research)
The top categories for Internet marketing and advertising are financial services, telco/ISPs, retail, automotive, general services, media, travel/hospitality, technology, education, health care and pharmaceuticals, entertainment, insurance, food and beverage, personal care, toys and games, real estate and home goods. (TNS Media Intelligence and AdAge)
Online video ads are expected to generate more than 167 million eyeballs in 2009. (eMarketer)
Online video ad spend will exceed $750 million in 2009. (IAB/PwC)
Online video marketing investments will approach $1.9 billion in 2009.(IAB/PwC)
Behavioral targeting expenditures are expect to be $1.65 billion in 2009, a 65 percent increase over 2008.(eMarketer)
Web content management platforms and solutions are the second most important marketing operational investment planned for 2009. (CMO Council; Calibrate How You Operate survey)
Some 58 percent of companies view their web site as critical or very important to branding and marketing strategy. (SDL Tridion)
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advisory board 
