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

• Marketing Performance
• Digital Marketing

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

• Mobile Devices
• Loyalty Programs

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

• Social Media
• Big Data
• Asia Pacific
• Digital Marketing

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

• Advertising Effectiveness
• Agencies & Partners
• Digital Marketing

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

• Content Marketing
• Social Media
• Customer Engagement

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

• Social Media
• Social Advertising

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

• Social Media
• Customer Engagement

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

• Local-Mobile Engagement
• Advertising Effectiveness

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

• Personalization
• Customer Behavior

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

• Sales Enablement
• Marketing Supply Chain

The 2011 State of Marketing

Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011. Among the priorities, marketers intend to add a one-two-punch of marketing analytics talent coupled with strategic planning and business development experience to better target, segment and th... More

What's Critical in the Vertical: Utilities

Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requirements and sentiment. The end product? 30 pages of insight into customer engagement, advocacy and loy... More

• Personalization
• Customer Behavior

Renovate to Innovate

As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed CMOs and delved into the challenges and nuances of their role. In addition to these interviews, the repo... More

• Marketing Performance
• Corporate Culture
• Role of CMO

Making Sense of Subscriber Complexity

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both... More

• CX Strategy
• CX Trends
• CX Technologies

What's Critical in the Vertical: Retail Banking In Australia

Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper,... More

• Personalization
• Customer Behavior
• Asia Pacific

A Straight Line To The Front Line

Growth and recovery are at the top of every executive’s to-do list as we head into a postrecessionary economy. This mandate has placed increasing pressure on Sales to close business and on Marketing to fill the pipeline with quality leads. And while the riff between Marketing and Sales is certainly nothing new, it has taken on a new direction that has a direct and immediate impact on the bot... More

• Sales Enablement
• Marketing Supply Chain

Unify to Multiply

Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Becoming more agile at exploiting opportunities, pre-empting issues or th... More

Competitive Gain In The Demand Chain

Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, this study finds that far too many marketing executives have never assessed demand chain performance, nor... More

The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance

In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet, according to this new report from the CMO Council and Accenture, "The CMO-CIO Alignment Imperative: Dr... More

Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization

There is an epidemic that threatens the optimized Marketing Supply Chain. As Marketers seek to provide the most timely, fresh and of-the-moment content to customers and channel alike, old, over-ordered or un-utilized materials tend to be stored, destroyed or ignored, left to sit an occupy costly space in offices to warehouses. High levels of waste can generally be attributed to limited access to m... More