Whitepaper
Real Insight: Real Time
Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda and many more in attendance, it was clear that the organizations were all at different stages in their so... More
Report
Ambush Marketing
The Global Advertising Lawyers Alliance (GALA) released "Ambush Marketing: A Global Legal Perspective," which summarizes laws and other rules governing ambush marketing in 52 countries around the world. Ambush marketing, a controversial marketing practice that pits non-sponsors against rights holders, is as prevalent as ever as marketers seek to associate themselves, rightly or wrongly, with signi... More
Whitepaper
Best Practices in Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities
While global consumers have been quick to adopt an immersive mobile lifestyle, marketers have been a bit more cautious about fully committing to mobile relationship marketing (MRM). More brands are launching apps or are establishing mobile-enabled content, but few are looking at the totality of the mobile relationship and fully integrating it into the overarching marketing strategy. In the CMO Co... More
Whitepaper
The Content Connection to Vendor Selection
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. The study also found that buyers tend to be clustered in distinctly different content sharing circles based on how the purchasing process is being driven, as well as their levels of collaboratio... More
Report
Maximize How You Individualize
Digital engagement has flourished in Asia, now home to more than 40 percent of the world’s Internet population. Social media, as a key example, has grown at the rate of 10 million new registered users per month. However, most critical to brands is that consumers across APJ are not just registering on social media channels, but they are actually engaging with brands and each other. According ... More
Whitepaper
Turning Social Feeds Into Business Leads
Social media represents an important marketing frontier for the automotive industry. Ninety-four percent of millennial car buyers—the industry’s largest and fastest-growing demographic—gather information online, and 38 percent of consumers say they will consult social media in making their next car purchase. Based on these facts, senior marketers recognize social’s capacity... More
Whitepaper
Best Practices in Big Data and Engagement
This paper looks at how leading brands are turning big data into actionable customer insights and engagements. ... More
Report
Business Traction From Smarter SMB Interaction
This study by the CMO Council identifies and chronicles best practices in SMB marketing, partnering and co-innovation.... More
Whitepaper
Destination 2017
As customer expectations continue to evolve, one thing is certain: The customer experience of 2017 will look dramatically different from today.... More
Report
APAC Digital Marketing Performance Dashboard 2013
The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable.... More
Report
Japan Digital Marketing Performance Dashboard 2013
This research sought to identify how marketers are progressing in their digital marketing efforts in Japan, as well as where challenges still exist.... More
Report
Know More to Grow More
This report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. ... More
Report
Challenger Brands in Emerging Markets
McKinsey Institute research predicts that the share of Fortune Global 500 companies based in emerging markets will exceed 45 percent by 2025, up from just 17 percent in 2000. What is making these new contenders successful and which countries of the world are likely to benefit the most from the globalization or regionalization of their indigenous brands?... More
Whitepaper
Advancing Analytics
In this white paper, the CMO Council addresses the new era of customer-driven engagements and how marketing must look to customer intelligence to engage customers in a relevant, meaningful way.... More
Report
BtoB Content Impacts Customer Thinking & Buying Decisions
This infographic looks at the impact and value of BtoB marketing content and shares some of the key findings of a survey of more than 400 BtoB content seekers. ... More
Whitepaper
Better Lead Yield in the Content Marketing Field
BtoB marketing organizations need to dramatically improve their capacity to generate and deliver trusted, customer-relevant and strategically unified content across a multiplicity of digital channels, formats and device types. ... More
Report
Customer Attainment From Event Engagement
This report on event marketing highlights the central role of events in customer engagement, but marketers need better tracking of business ROI to justify future investments. ... More
Whitepaper
2013 Online Advertising Performance Outlook
According to 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 technol... More
Report
Big Data's Biggest Role: Aligning the CMO & CIO
As organizations realize the importance of delivering on a more customer-centric overall business strategy, big data has emerged as the real glue that has permanently cemented the relationship between the CMO and CIO.... More
Report
Brand Automation for Local Activation
This in-depth analysis reveals that even in the face of constrained budgets and overly taxed resources, marketers are optimistic that through improved targeting, relevance and measurement, optimization is possible, even at the most local, one-to-one customer level. However, to maintain brand image and effectively impact the bottom line, marketers will need to rethink the people and processes that ... More