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Gaining Lift From the Consumer Shift $50 US*
Insights into Buying Behavior During Covid and Beyond
How well do you know your customers? Over the last several years, the theme of “meeting customers where they are” has been top-of-mind, but the pandemic brought this to the forefront of every marketer’s strategy in a new way. When life as we know it comes to a startling halt, how can we continue to deliver customer-first experiences when the future feels so uncertain and bleak? T...
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Scaling the Value of the CMO $50 US*
How to Globalize, Modernize and Optimize Enterprise Marketing Operations with Interim CMO Domain Experts and Advisors
Chief marketers are stretched and challenged like never before. The global pandemic has disrupted markets, operations and customer behaviors. Agile recovery and new routes to revenue are the new imperatives. Leaner, more digitally proficient marketing organizations with shared purpose and greater productivity are a key deliverable for 2021. Better integrating and leveraging new automation platform...
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How Covid Has Changed The Channels Of Engagement $50 US*
What You Need to Know to Better Engage Your Customers in the "New Normal"
Consumers across generations and geographies are moving to digital channels, and running into all sorts of problems. Now 73% of frustrated consumers are considering spending their dollars elsewhere. Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, an...
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Bridging the Gap for Comms and Marketing $50 US*
Building Cohesion in the Age of Customer Disruption
Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms. Brand leaders need to know how to spot market...
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Measuring Marketing in the Moment $50 US*
Understanding How Shoppers React, Transact and Interact in Real-time
The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action. It’s no easy task, which is why four out of five marketers...
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Loyalty That Lasts $50 US*
Evolving Growth Strategies to Activate Emotional Connections with Brands
Today’s consumer is seeking a deep, emotional bond with the brands they do business with, and yet new research reveals that organizations see dollar-signs – not people – when thinking of their customers. While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their...
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Customer Value Creation From Live Data Interpretation $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities
The CMO Council has undertaken numerous studies that reveal the majority of CMOs are more focused on pre-sales cultivation, conversion and customer acquisition, rather than realizing a better return from existing relationships that can be more effectively monetized, scaled, and strengthened to reduce churn, defection and detraction. This research defines a model and roadmap for how chief ma...
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Reshaping Global Engagement Operations $50 US*
Optimizing the Resonance and Relevance of Localized Marketing Initiatives
Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations. This report, produced in partnership with Worldwide Partners, reveals that marketing operational structures may actually be keeping the customer and...
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Critical Channels of Choice $50 US*
Meeting the Customer Expectation for Omnichannel Relationships
Omnichannel IS the critical channel of choice. No matter what the generation, from Gen X all the way to the Silent Generation, consumers want a blend of both digital and physical channel experiences. Yet only 13 percent of consumers believe that brands are fully meeting this expectation and delivering across both physical and digital channels. This report, produced in partnership with Pitne...
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Bringing a Human Voice to Customer Choice $50 US*
Rededicating Marketing to Serve the People in Front of the Data
Chief Marketing Officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omni-channel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process. And in fact, this human-first approach is not just developing better relationships, but driving significant profitability and growt...
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Turn Up The Volume $50 US*
Rethinking Where and How Customer Voice Enhances Experiences
In order to further customer experience strategies, marketers must implement strategic customer voice listening initiatives. Yet according to a survey of over 160 senior corporate marketers across Europe, while marketers are listening, they are not hearing the voice of the customer. Indeed, while 63 percent say they actively employ a listening program, only 10 percent feel these programs do an ex...
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What's Changing the Way You Travel Today? $50 US*
How Life Transitions and Trends Impact Travel Intention, Selection, and Direction
Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalized experi...
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Doing More With Data $50 US*
Discovering Data-Accelerated Revenue Traction
Charged with the mandate of elevating customer experience, marketers increasingly look to data to better engage with customers and identify new opportunities. Yet previous CMO Council research highlights that marketers admit their organizations could do more to transform the data supply chain to allow them to do more with internal data assets. To ignite real change, data needs to move beyond the ...
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Ingenuity in the Global eCommerce Community Detailed Findings $50 US*
How To Compete and Not Get Beat in the Digital Retail Marketplace
Large, global eCommerce communities are disrupting the retail marketplace by bringing together vast numbers of buyers and sellers in frictionless transactional environments. Inspired by their success, brand marketers are rethinking go-to-market strategies to better integrate digital advertising with personalized shopper engagement and more effective conversion programs. This report highlights per...
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The State of Engagement $50 US*
Bridging the Customer Journey Across Every Last Mile
Customer empowerment is heightening the job security risks of chief marketing officers, who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers. According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Mor...
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Elevate What Consumers Appreciate $50 US*
Increase Brand Attraction by Upgrading Ownership Satisfaction
To date, the customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about th...
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Customer Experience Dynamics $50 US*
Defining the Requirements for a Strong CX Ecosystem
According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Customer Experience and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises. Functional heads that should have a vested interest in owning CX simply don’t. Only 7 percent of sales and 9 percent of marketing leaders view t...
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Getting Serious About Omni-Channel Experience $50 US*
Making Customer Value Creation the New Competitive Equation
Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey. But this expectation has shone a harsh spotlight onto two critical players in the omni-channel experience: the brands creating...
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The Customer in Context $50 US*
Understanding the Real Expectations of Today's Connected Customer
This study—conducted in partnership with SAP Customer Experience—reveals that customer experience is more critical than ever. Based on findings from an online survey of more than 2,000 consumers in early 2017, the report reveals that while today’s connected consumers are not looking for omnichannel perfection, they do have a short list of critical channels they expect to have acc...
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Product Ownership $50 US*
Lasting Satisfaction or Painful Distraction?
The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...
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Adaptability in Branded Content Delivery: Background Research $50 US*
This presentation explores background research conducted by the CMO Council and other third party experts to explore the state of adaptability in the world's largest global brands. The presentation explores the localization mandate, benefits of adapting and localizing content, the need for platforms, and overcoming localization hurdles. ...
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Empowering the Data-Driven Customer Strategy $50 US*
Addressing Customer Engagement From the Foundation Up
This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital touch...
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Connected Interaction to Power Brand Attraction $50 US*
How Marketing Is Transforming to Create More Connected Customer Engagements
According to this research by the Chief Marketing Officer (CMO) Council and IBM, senior marketers will be devoting significant effort to better understanding the customer journey and how to create more personal, content-rich and connected experiences for their customers in 2017. The success of these efforts, however, will be contingent on their ability to create alignment across the digital and ph...
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Be an ADEPT Traveler $50 US*
Care Less About Travel Stress
With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from researc...
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Building Brands That Attract + Engage Fans $50 US*
How Culturally Connected Brands Stay Valued, Real and Relevant With Consumers
How do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels. The Chief Marketing Officer ...
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Gaining Traction Through Each Customer Interaction $50 US*
Achieving Business Impact With Customer Engagement Optimization
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...
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Context, Commerce + Customer $50 US*
Best Practices to Exceed Expectations
While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing Officer (CMO) Council and SAP Customer Experience, more than a third of marketers (39 percent) believ...
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How Global Voices Shape Travel Choices $50 US*
The Impact of Consumer Apprehension on Travel Intention
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...
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Lead Flow That Helps You Grow $50 US*
Call it a lead, opportunity or prospect. No matter what the term, sales organizations can never get enough new business contacts from their marketing groups. The question is how wisely they are used and whether that new point of customer access is qualified, primed and ready to write orders.This detailed study from the CMO Council and the Content ROI Center finds that most companies are struggling...
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Mastering Adaptive Customer Engagements $50 US*
A Look Into How Today’s Marketing Leaders Are Driving Business Performance Across the Customer-Centric Enterprise
How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization...
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Business Traction From Smarter SMB Interaction $50 US*
Advancing Enterprise Excellence in SMB Marketing in North America
Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months, according to this study from the CMO Council and Penton, a leading business information services company. However, these marketers admit to shortcomings in their ability to access customer data, intelligence and critical ...
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Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer $50 US*
The desire to engage at every stage of the customer lifecycle has always been the unrealized goal of savvy marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the CMO Council, but some challenges still remain.Detailed in the full report are...
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Delivering Positive Impressions During Market Depressions $50 US*
How Banks Are Regaining Trust As the Financial Sector Readjusts
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...
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Variance in the Social Brand Experience $50 US*
The CMO Council set out to take a closer look at the state of affairs in the busy two-way street of social media marketing from both points of view: the consumer’s and the marketer’s. We surveyed 132 senior marketers and more than 1,200 consumers on the subject of social media, asking each how and why they are currently using it, what they get out of it, and what they’d like...
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What's Critical in the Vertical: Global Banking $50 US*
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) As cu...
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What's Critical in the Vertical: Utilities $50 US*
Relevant Messaging That Engages a Targeted Audience
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...
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What's Critical in the Vertical: Retail Banking In Australia $50 US*
Meeting the Needs of a New, Demanding Customer
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,...
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Leveraging Loyalty to Transform Publishing $50 US*
The Challenges Faced By Today’s Magazine Industry, and How Personalization and Relevance Could Save the Day
As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon their magazines and they are certainly not ready for an onslaught of iPad-vertising to interrupt their ...
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Losing Loyalty $50 US*
The Consumer Deflection Dilemma
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective...
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Protection From Brand Infection $50 US*
Marketer's Fight Against Fakes, Frauds and Infringements
Sophisticated and savvy online brand extortionists and cyber scammers are boldly preying on unsuspecting consumers with bogus brand name email/websites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection. Offline, global and organized counterfeiting operations fueled by the down economy are flooding the market with knock-offs and f...
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Giving Customer Voice More Volume $50 US*
Turning Customer Pain into Competitive Gain
Customer experience is still very much a work in progress for senior marketers who participated in this study, fielded in late 2008. Despite overwhelming agreement on the importance of customer experience and word-of-mouth, the admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes. Sponsored...
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Routes to Revenue $50 US*
Routes to Revenue benchmarked the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers...in one of the most challenged financial times. With fielding of the study starting on the day that Leihman's Brothers closed and financial collapse was immenent, mark...
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Discovering The Pivotal Point Consumer $50 US*
A Milestone Study on American Shoppers Who Drive CPG Brand Volume
A study of American consumer shopping behavior designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. Conducted by Catalina Marketing's Pointer Media Network, in conjunction with the CMO Council, the study unmasks the ...
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Variance in Customer Experience $50 US*
Customer Affinity From Optimized Content Delivery
What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued an...
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CLOSE: Scenarios and Solutions $50 US*
Mapping the Traps and Sales Effectiveness Gaps
In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The Chief Marketing...
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Secure the Trust of Your Brand $50 US*
Assessing the Security Mindset of Consumers
There has been little research into how broadly such incidences are eroding consumers’ trust in brands. This is the impetus for Secure the Trust of Your Brand™, a major thought leadership initiative fielded by the Chief Marketing Officer (CMO) Council. This comprehensive research effort is designed to better understand the degree to which information security, business continuity, and ...
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RetailFluency $50 US*
Impact of Online Research on Off-Line Retail Buying Predispositions & Outcomes
The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is climbin...
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