Whitepaper
The New Rules of Engagement
This white paper, produced by the CMO Council, in partnership with Bazaarvoice, explores consumer expectations around personalization and the challenges that marketers must overcome in order to provide the targeted, relevant communications that consumers want.... More
Report
Be an ADEPT Traveler
This global study explores top travel stressers, and what savvy travelers around the world are doing to better prepare for superior travel experience. Travelers urge destination marketers to help take steps to make travel more pleasureable and less stressful. ... More
Report
Building Brands That Attract + Engage Fans
The CMO Council teamed with Fresh Squeezed Ideas for this white paper to explore the cultural connection to brand attraction. The strategic brief features insights from domain experts and notable brand marketers at PepsiCo, Visa, J&J, PetSmart, Cox Communications, Opus Bank and Overwaitea Food Group to gauge how culturally connected brands stay valued, real and relevant with consumers. ... More
Report
Gaining Traction Through Each Customer Interaction
Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to fu... More
Report
Context, Commerce + Customer
This report, based on the findings from an online audit of more than 170 senior marketing leaders from around the world in the first half of 2016, examines how disconnects and deficiencies are impacting experience and how analytics and customer insights can create more relevant, personalized and gratifying experiences. It also explores the impact that delivering contextual experiences through indi... More
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