Whitepaper
MAY 29, 2013
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
APRIL 23, 2013
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
APRIL 18, 2013
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
MARCH 25, 2013
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
FEBRUARY 20, 2013
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
Whitepaper
FEBRUARY 5, 2013
MRM Year In Review
This white paper looks into sentiments around mobile advertising, expectations of mobile experiences, and how leading brands are engaging through mobile.... More
Report
JANUARY 22, 2013
Profitability From Subscriber Acuity
This study investigates where and how new thinking around data, analytics and the utilization of actionable customer intelligence can further monetize mobile subscribers... More
Report
NOVEMBER 30, 2012
State of Marketing 2012
The findings of the 2012 “State of Marketing” report indicate that the role of the CMO now encompasses more critical customer touch-points that directly impact the customer experience, and executives who are up to the challenge are being compensated based on their performance and impact on the business.... More
Whitepaper
OCTOBER 30, 2012
Authority Leadership Marketing
This paper from a leading practitioner of content marketing demonstrates how B2B leaders like Symantec, Oracle, Cognos, SGI, and others are using peer-powered, insight-driven content campaigns to engage target audiences around highly relevant topics and conversations that drive measurable brand and business results.... More
Report
OCTOBER 9, 2012
Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer
This initiative explores where and how mobile relationship marketing (MRM) is being embraced across multiple industries to ensure continuous customer touch and interaction, sustained support and service, closer and more dependent connectivity, as well as greater insight and intimacy.... More
Report
OCTOBER 5, 2012
Integrate to Accelerate Digital Marketing Value
This report also provides a view into the characteristics of data-driven, digital marketing integration leaders, as well as an 18-month plan outlined by the experts at Acceleration to kick-start an integrated digital marketing architecture and framework.... More
Report
AUGUST 28, 2012
Whats Critical in the Telecommunications Vertical
This installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, provides key insights into the factors driving loyalty and defection in the telecommunications industry based on data gathered from 1,660-plus global consumers and 147 senior marketers.... More
Report
JULY 23, 2012
Advancing Customer Intelligence in APAC
When it comes to improving the customer experience through better market listening, responsiveness, and leveraging of data and actionable insights, most of APAC’s senior marketers felt they were not there yet, but were working toward it.... More
Report
JANUARY 23, 2012
More Gain, Less Strain
This study reveals that ad agencies are struggling to evolve in the digital age, resulting in high turnover of interactive marketing firms. On the flip side, clients lack creative ad scoring systems and formalized campaign metrics.... More
Report
DECEMBER 20, 2011
Delivering Positive Impressions During Market Depressions
As the global financial crisis and US credit rating downgrade took grip, banks of all sizes were challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders, and investors. Quick response to ever-changing conditions and market gyrations required nimble content provisioning and adept use of digital media channels for rapid versio... More
Report
DECEMBER 12, 2011
The Social Consumer Brand Compatibility Model
Social media has become one of the biggest, most dynamic parts of marketing. Brands across every vertical are scrambling to make up ground and develop and implement digital marketing strategies. While some brands scored huge early wins and established themselves as digital leaders, most marketers are still searching for how social channels can work for their companies and how they fit with the res... More
Report
DECEMBER 7, 2011
Variance in the Social Brand Experience
The CMO Council, in partnership with Lithium, the leader in Social Customer Solutions, surveyed more than 1,300 consumers and 132 senior marketers to understand the voice, velocity, and value of social media. The research also uncovered significant gaps between how brands and consumers approach the social media marketplace. The overarching finding was that consumers want more from brands onli... More
Report
OCTOBER 31, 2011
Localize to Optimize Sales Channel Effectiveness
Localized marketing has become a critical area of strategic focus and competitive advantage for brands. Yet, just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level in contrast to nearly 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing. In this study &n... More
Report
OCTOBER 11, 2011
What's Critical in the Vertical: Global Banking
The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline where and how banks should invest, communicate, and address consumer concerns. (Published: 2001)... More
Report
AUGUST 16, 2011
Promotion Commotion
The CMO Council interviewed 113 front-line managers, sales executives, and field marketing managers to assess their perspective of marketing materials. While almost everyone agreed that point-of-purchase materials and marketing consumables are persuasive at the point of sale, the management of these tools, from creation to distribution and implementation, is too often overlooked. Download the Mark... More