Whitepaper
The Purpose-Built Experience
Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had negati... More
Whitepaper
Making Personalization Possible
Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, reports the Chief Marketing Officer (CMO) Council. According to a new study conducted with Microsoft Corp., marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie ... More
Whitepaper
Predicting Routes to Revenue
While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it. According to this study from the CMO Council—entitled “Predicting Routes to Revenue"—only 5 percent of mar... More
Report
CMO Shift to Gaining Business Lift Background Presentation
This presentation explores background research sourced by the CMO Council, Deloitte, and third parties to provides additional context to our latest initiative, "The CMO Shift to Gaining Business Lift" in three main exploratory research areas: Driving Growth and Creating Business Value The Changing Role of the CMO Differentiating the Customer Experience ... More
Report
How Global Voices Shape Travel Choices
A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have o... More
Whitepaper
Mapping Monetization
The CMO Council recently partnered with Vindicia, the leaders in payment and billing solutions, to host a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization. The number one issue that marketers found most challenging to overcome: FEAR. ... More
Whitepaper
Asia Pacific Digital Factbook 2015
The new Asia Pacific Digital Factbook 2015, provides statistics and trends about mobile, web, social media, eCommerce, video, advertising, search, apps and just about every aspect of this region’s online marketing ecosystem. Over the past eight years, the Digital Factbook’s predecessor, the Asia Digital Marketing Association’s (ADMA) Asia Pacific Digital Marketing Yearbook, has ... More
Report
APAC Digital Marketing Performance Dashboard 2015
The CMO Council and Adobe have partnered once again for our fourth annual study into the state of digital marketing across the Asia-Pacific region. This study reviews the state of adoption, readiness and maturity of organizations in Asia who are working to meet the demands of today’s digital customer, and it also provides comparisons to previous years’ studies to benchmark and measure ... More
Whitepaper
Activating the New American Mainstream
As the multicultural population continues to rise in the U.S., organizations are looking to more effectively engage with these customers in more targeted and culturally relevant ways, according to the latest white paper by the Chief Marketing Officer (CMO) Council, produced in partnership with Geoscape. The study—entitled “Activating the New American Mainstream”—addresses ... More
Report
Brand Attraction From Enriched Interaction
This report reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19 percent said they are extremely good or very good in this area. In contrast, 45 percent gave lackluster grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and ... More
Whitepaper
Total View for Total Engagement
In light of the growing opportunity within the SMB market opportunity, the CMO Council partnered with Radius to address the real questions that marketers targeting SMBs need to be asking themselves in order to effectively position themselves within the SMB market and create intelligence-driven approaches to reaching these customers. Download the complimentary strategic brief today.... More
Whitepaper
From Creativity to Content
This study by the CMO Council, conducted in partnership with Libris, reveals that internal silos, disconnected content development strategies and a vast list of other marketing priorities have prevented visual assets from being fully leveraged across the organization.The 17-page strategic white paper, now available for download, is based on insights from a survey of nearly 200 marketers.... More
Whitepaper
The Path Forward
This strategic report from the CMO Council and Ebiquity suggests that as budgets increase to fund digital marketing campaigns and more personalized customer engagement, marketers now need additional expertise in data analytics, content creation and channel proliferation to improve ROI. Based on data from a survey of 276 marketers in the first half of the year, this paper outlines how digital mark... More
Report
Lead Flow That Helps You Grow
This detailed study from the CMO Council and the Content ROI Center finds that most companies are struggling to originate compelling thought leadership content that engages the right customer decision makers and produces quality lead flow that can advance sales performance. Not only do marketers lack unanimity on what constitutes an actual sales lead, but they also are not teaming effectively with... More
Report
Making the Workplace a Brand-Defining Space
Produced in partnership with CultureSphere and Executive Networks Inc., this CMO Council report explores where and how marketing and HR leaders are collaborating on new ways to organizationally reinforce and reflect their brand values and qualities. It looks at social media strategies and techniques currently being embraced by leading consumer brands to recruit and retain Millennial workers, build... More
Whitepaper
APAC Digital Directions
Confidence in digital marketing is gradually improving across the Asia-Pacific region, but metrics around these efforts are still a struggle for many marketers. ... More
Whitepaper
The State of Digital Brand Advertising
For three years, the CMO Council partnered with Nielsen to survey brands, agencies and media publishers to learn more about how—and where—they’re spending advertising dollars. The latest resulting white paper—titled “The State of Digital Brand Advertising”—takes a detailed look at the steps marketers are taking as they strive to maximize the impact of thei... More
Whitepaper
Best Practices in Engaging Mobile Customers
As part of a recent study by the Chief Marketing Officer (CMO) Council and SAS—titled “Getting in Sync With Mobile Customers”—leading marketers shared their insights around mobile as a critical component within the marketing toolkit through a quantitative survey. This research found that mobile can be a real game-changer for marketers who create a full strategy around it ra... More
Whitepaper
Getting in Sync With Mobile Customers
With mobile device dependency central to today’s digital lifestyles, enlightened brands are creating new mobile relationship marketing strategies that go well beyond simple app and mobile advertising delivery. In this study from the Chief Marketing Officer (CMO) Council, conducted in partnership with SAS, we found that 61 percent of marketers surveyed reveal they have deployed some form of m... More
Whitepaper
APAC Digital Marketing Performance Dashboard 2014
The third annual “APAC Digital Marketing Performance Dashboard” was conducted by the CMO Council in partnership with Adobe. It included a six-month in-field program comprising quantitative surveys with more than 800 marketing executives. The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, Korea, Singapore, Hong Kong ... More