News Coverage

The CMO Council report — How COVID Has Changed The Channels Of Engagement — produced in partnership with Precisely, analyzes interactive and personalized video, the influential role of traditional channels, problems that cause consumer frustration and brand abandonment, and how different generations prefer to engage with brands.

As the owners of CX strategies, marketers recognized the need to use data-driven insights that deliver measurable outcomes. However, getting this data in order often proved challenging. The CMO Council asked marketers to rate their organization’s overall access to customer data that is relevant to their function. According to the research, less than one in five felt relevant data was highly accessible, with 36% saying it was fairly accessible but lacked real-time capabilities and often required manual processes. Another 32% said data insights were hit or miss, with access varying wildly across functions and with little reliability to access.

As the latest study by CMO Council shows, email is consumers’ favorite communication channel, with 91% putting it at the top of their list. Email is followed by websites with 61% of the votes (which is not even remotely close – go email!).

Consumers across generations and geographies are flocking to digital self-service channels when engaging with brands, yet many get frustrated when their needs aren't met. This frustration has led to 73% of consumers questioning why they're doing business with the brand. A new Chief Marketing Officer (CMO) Council report, produced in partnership with Precisely, entitled "How Covid Has Changed The Channels Of Engagement," covers critical channels of exploration and engagement, the rise of digital channels such as interactive and personalized video, the influential role of traditional channels, problems tha

Email reigns supreme as a customer engagement channel. As consumers turn to digital as they cope with the COVID-19 pandemic, 91% rate email as a top communications channel, according to Critical Channels of Choice—How Covid Has Changed the Channels of Engagement, a study by the CMO Council.

Here, you can see the importance of staying close to home, of getting the basics right, but doing so in a way that embraces the new normal. It is all about finding order in the chaos. Yes, there may be some cracks which appear as new models are forged; a report from the CMO Council last month explored the strained relationship between marketing and comms, while Infosys recently posited the importance of CMO and CIO alignment.

Workflow automation technology automates manual tasks that can be time-consuming, like data entry. The aim is to improve and speed up your everyday business tasks, as well as to minimize the chances of errors. What's more, research by CMO Council found that businesses lose up to $1 trillion each year as a result of mismanaged tasks. This is one reason using workflow automation software can help your business save time and money.

There are a few things I see happening in Marketing that will impact our work moving forward. One is a focus on maintaining the connection to the customer. With so many of our interactions being virtual, the human experience is a key element of Marketing, especially considering our proximity to the customer and really owning that relationship. We can take full advantage of data and analytics to understand the whole customer journey through analytical tools. Marketing can track interactions and determine how to make every customer experience a positive one. In a recent study, the CMO Council and Deloitte found that only one-third of CMOs are applying their new tools in this way, so there is definitely room for opportunity here.

"In today's all-digital world, everyone needs to be a digital content creator," notes Donovan Neale-May, executive director of the CMO Council. "Remote banking and finance employees need to be able to whip up, mark up and share documents as easily and more frequently as handing out paper documents to customers in an office setting."

Banking and finance firms need to act fast and fix these problems. As PDF power users and advanced PDF features become mission critical, banking and finance firms need to re-examine their PDF software strategy with designs on cost efficiency and better user support. "In today's all-digital world, everyone needs to be a digital content creator," notes Donovan Neale-May, executive director of the CMO Council. "Remote banking and finance employees need to be able to whip up, mark up and share documents as easily and more frequently as handing out paper documents to customers in an office setting."

According to the CMO Council, only 14% of marketers believe that customer-centricity is a hallmark of their companies today. So it’s clear, there’s still a lot of work to be done. There are, however, three fundamental steps to creating a customer-centric organization. First, you need to not just say that you put the customer first, but actually believe and enact a strategy that’s built around your customer. Second, you need to build meaningful relationships with your customers. Third, you need to focus on what the customer wants and needs.

Recent research published by the CMO Council found that 60% of marketers point to inconsistencies with the depth and granularity of their customer insights. A full 36% admit they don’t have the right data to know their consumers or anticipate their needs. Overcoming these challenges means brands must transform how they listen to their customers.

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed. In its report ‘Bridging the Gap for Comms and Marketing’, the council, alongside Cision, surveyed more than 150 brand leaders, as well as conducting interviews with executives from Schneider Electric, IBM, Nokia, and more.

When attempting to execute a successful earned-media strategy, it is hugely beneficial for a firm's marketing and communications teams to be aligned. However, more than half of marketing and comms leaders say there isn't strong alignment on their company's earned-media efforts. That disconnect begins with priorities: Comms leaders say earned media requires the fewest resources, whereas Marketing leaders say owed media requires the fewest resources. How can that gap be bridged?

Marketers love to talk about the customer experience, but maybe this sort of thinking needs to change—or at least, expanded, argues Tom Kaneshige, Chief Content Officer at the CMO Council.

A recent survey published by the Chief Marketing Officer (CMO) Council found that 90% of businesses planned to make changes to their marketing strategy during the peak of the coronavirus outbreak in March. However, the same survey revealed 69% were not satisfied with their decision-supporting data, forcing them to make blind changes during a time of crisis.

It’s not about pushing short-term campaigns or even long-term purchases. You want to win over customers to your side, according to the CMO Council. Here’s how you can make emotional loyalty work for you.

Eighty-one percent of business leaders agree that the change in our business environment due to social unrest and the fallout from COVID-19 has led to the rise of importance in earned media, according to a new report from the CMO Council in collaboration with earned media company Cision. This change has prompted a need for greater alignment across marketing and communications teams for greater brand consistency to effectively build loyalty and rapport with customers.

The Council’s new report, Forging the Future of Customer Experience: Building a Unified Data Foundation for Turning Customer Insight into Action, with research partner Teradata, takes a look at how marketing leaders are approaching the data conundrum and covers the organizational allies required to make the most out of data assets. Marketers have plenty of data, but now it’s about leveraging that data across channels and organizational touchpoints in real-time and in a way that feels personal, relevant and even anticipatory. This is the marketer’s mandate today.

The rise of the data-driven marketer propelled the marketing function beyond the role of chief brand advocate and has become a champion of customer experience (CX) and growth driving force. In a CMO Council survey of global marketers, when ranking who these specialists felt were primarily responsible for driving growth strategies and revenue generation, marketers ranked themselves first, even above the CEO.