Report
SEPTEMBER 25, 2018
What's Changing the Way You Travel Today?
Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalized experi... More
Report
SEPTEMBER 12, 2018
The CMO's Growth Driving Playbook
This Growth Driver’s Playbook highlights the five key plays all CMOs need to undertake if they are to drive successful growth.... More
Whitepaper
SEPTEMBER 5, 2018
GDPR: Impact and Opportunity
GDPR, the European Union’s new General Data Protection Regulation, has forced marketers to rethink their operations to ensure they are compliant. Yet new research highlights that far too many marketers are unaware that GDPR even applies to them, and have taken no steps to modify their policies.... More
Report
JUNE 28, 2018
Doing More With Data
This report highlights how the three critical functions as it relates to customer engagement: marketing, commerce and supply chain, seek to elevate data strategies to personalize outreach, streamline operations and identify new opportunities.... More
Whitepaper
JUNE 12, 2018
Doing More With Data: Strategic Overview
This preliminary report in the research initiative, “Doing More With Data,” in partnership with IBM, highlights the current status of customer engagement strategies and organizations’ ability to leverage data successfully. ... More
Report
MAY 31, 2018
CMOs and the Spark to Drive Growth - Executive Perspectives
This report highlights key perspectives from 13 marketers that have successfully driven long-term strategic growth. These leading practices are derived from executive deep-dive interviews with marketing leaders at brands experiencing significant growth, and highlights their roles in driving that growth.... More
Report
MAY 23, 2018
CMOs and the Spark to Drive Growth
In this new 2018 survey of 191 marketing leaders, we find that CMOs are increasingly activating on growth-driving activities. They are beginning to move past the traditional role of brand storytellers to embrace the benefits of strategy leadership to become growth drivers. Still, they have hurdles to overcome to drive strategic long-term growth, and are far less comfortable with key aspects of dri... More
Report
MAY 21, 2018
Ingenuity in the Global eCommerce Community Detailed Findings
Large, global eCommerce communities are disrupting the retail marketplace by bringing together vast numbers of buyers and sellers in frictionless transactional environments. Inspired by their success, brand marketers are rethinking go-to-market strategies to better integrate digital advertising with personalized shopper engagement and more effective conversion programs.... More
Whitepaper
MAY 15, 2018
Gaining Traction With Every Digital Interaction
This joint study by the CMO Council and Sendwithus reveals that marketers are spending more time in meetings about collaboration than acting on opportunities to grow relationships with customers who opt-in to more deeply engage with brands. ... More
Report
APRIL 30, 2018
The State of Engagement
According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Moreover, nearly half of marketing respondents believe it is possible their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.... More
Report
APRIL 24, 2018
Engage at Every Stage: An Investigation of Video Activation
This study by the Chief Marketing Officer (CMO) Council—conducted in partnership with ViralGains—assessed where and how marketers are leveraging video at every stage of the customer experience and provides valuable insights from an online survey of more than 200 senior marketing decision makers, in addition to qualitative perspectives based on interviews with brand leaders at Keur... More
Report
OCTOBER 10, 2017
Elevate What Consumers Appreciate
The customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about their exper... More
Report
SEPTEMBER 26, 2017
Brand Protection From Digital Content Infection
This study by the Chief Marketing Officer (CMO) Council—conducted in partnership with Dow Jones—is aimed at determining the impact of digital ad experiences on consumer perceptions and purchase intent and provides valuable insights from an online survey of more than 300 senior marketing decision makers, in addition to qualitative perspectives based on interviews with brand le... More
Report
SEPTEMBER 19, 2017
Customer Experience Dynamics
According to a study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Customer Experience and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises.... More
Report
AUGUST 30, 2017
Getting Serious About Omni-Channel Experience
Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey. ... More
Report
AUGUST 10, 2017
The Responsiveness Requirement
According to 150 marketers surveyed by the CMO Council, the ability to source, understand and then quickly react to feedback, preferences and needs is important, if not critical, to the delivery of an exceptional customer experience.... More
Report
JULY 18, 2017
The Customer in Context
The findings of this survey of more than 2,000 consumers—conducted in partnership with SAP Customer Experience— reveals that customer experience is more critical than ever as consumers will abandon a brand and take their money elsewhere if they continuously encounter poor, impersonal or frustrating customer experiences.... More
Report
JULY 11, 2017
The Age of the Adaptive Marketer
This report highlights the challenge global marketers face in modifying brand materials across a growing multitude of touch points, and it demonstrates how can today’s modern marketing leader can accelerate adaptive marketing initiatives. Presenting brand materials in a manner that maintains brand identity while also adapting to geographical and cultural preferences.... More
Report
JULY 6, 2017
Product Ownership
New research reveals only 17 percent of consumers believe brands truly care about them after the point of purchase. To enrich the customer experience, brand marketers must take steps to elevate the ownership experience. The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. ... More