News Coverage

Better customer insights lead to better growth potential. But today, acquiring, developing, and interpreting all that customer data requires both the marketing and IT departments. In fact, recent research conducted by the CMO Council, suggests that this process should start with the Chief Marketing Officer (CMO) and the Chief Information Officer (CIO).

A new report from the CMO Council’s State of Marketing suggests that marketers in the Asia Pacific region, including Australia, should have more money at their disposal for campaigns next year.

More than half of marketers (54%) increased their marketing budgets this year, while 22% had budget reductions and 24% kept budgets flat, according to a report by the Chief Marketing Officer Council.

Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending on the performance of their businesses, reports the Chief Marketing Officer (CMO) Council.

Another week, another ZenithOptimedia ad spend forecast. This time, the “ROI Agency” predicts that global ad spend will increase to 4.1 percent in 2013, reaching $518 billion by year’s end. The CMO Council published its sixth annual “State of Marketing” audit.

The Chief Marketing Officer (CMO) Council’s State of Marketing 2012 report found 77 per cent earn a base salary of between $100,000 to $349,000, while 42 per cent anticipate a bonus. Another possible 31 per cent expect a bonus based on performance.

It has been a wild ride for chief marketing officers since the recession depths of 2008, when many CMOs thought their jobs were in jeopardy. That’s ancient history now, according to the CMO Council’s latest annual state of marketing audit, released Dec. 3.

Some 69 percent of senior marketers received a salary increase or bonus in 2011, and 42 percent expect the same this year, according to the Chief Marketing Officer (CMO) Council's State of Marketing 2012 report, released today. Another 31 percent say they will see a raise or a bonus depending on performance.

According to the CMO Council's State of Marketing 2012 Report, which is based on interviews with 550 marketing bosses from around the world, 57% of marketers in the Asia Pacific region expect increases in marketing budgets next year.

Fewer than one in five CMOs think their organizations are any good at digital marketing and 60% say they will be making agency changes this year to address a lack of innovation and dearth of value-added thinking from their outside partners. Half plan to hire new talent this year, with digital operations a priority.

A recent study by Chief Marketing Officer (CMO) Council and Adobe Systems has confirmed Australia as an early embracer of the digital economy and digital marketing across the Asia-Pacific region.

It has been indicated that Korea’s anticipation for the efficiency and the effect of digital marketing is the highest in Asia-Pacific region. Digital marketing refers to various marketing activities utilizing social media, online advertisement, portal websites optimization, and mobile applications.

While analytics have been available to businesses for decades, but it has largely been the domain of business analysts and researchers. The rise of big data now places analytics firmly in the marketers court. Earlier in the year, a CMO Council and SAS reportindicated that only 26% of marketers leverage customer data and analytics to improve decisions, targeting and personalisation.

Adobe Systems presented APAC Digital Marketing Performance Dashboard 2012 on the 26th. This is a research throughout 6 countries in Asia-Pacific region (Korea, Australia, Hong Kong, Singapore, China, and India), surveying 295 marketers over the period of 6 months. The purpose of the report is to measure and analyze work ability and maturity of the marketers in Asia-Pacific.

According to the report APAC Digital Marketing Performance Dashboard 2012, conducted by Adobe Systems and the Chief Marketing Official Council, Korea has the highest anticipation on the efficiency and the effectiveness of digital marketing in Asia-Pacific. 92% of the Korean marketers surveyed that digital marketing will strengthen corporate competitiveness and business, and increase efficiency and effectiveness of marketing programs.

Things aren’t looking great across the Asia-Pacific region in terms of digital marketing as new figures indicate that marketers in APAC may be lagging behind when it comes to ROI metrics, talent and digital strategies.

The Chief Marketing Officer Council announced a new service, 4P Leadership Footprint Audit, as part of its Succeed by the Way You Lead professional development program.

Adobe Systems presented on the 27th that Korea has the highest anticipation for digital marketing in Asia-Pacific, but mere 10% of the entire marketing budget is allocated for digital marketing. 92% of the Korean marketers surveyed that although they recognize the efficiency of digital marketing, 52% of them spend less than 10% of their entire marketing budget on digital marketing.

According to the report conducted by Adobe Systems and the Chief Marketing Official Council, 92% of the Korean marketers surveyed that digital marketing will strengthen corporate competitiveness and business, and increase efficiency and effectiveness of marketing programs.

The study was conducted by Adobe in partnership with the CMO Council.