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The Age of the Adaptive Marketer

The Age of the Adaptive Marketer
Presenting brand materials in a manner that maintains brand identity while also adapting to geographical and cultural customer preferences is a critical challenge for marketers today. Increasingly discerning consumers expect – if not demand – that the materials brands present across sales, marketing and service touch points are timely, relevant and reflect the customer’s unique context. Yet despite a keen recognition of the need to more effectively deliver market-localized materials, many CMOs are stymied by the costs, time pressures and process inefficiencies of supporting adaption across a growing multitude of regions. The challenges of handling the logistics of localization at scale are exacerbated by a growing number of digital channels and increasingly expanding target markets. This report, titled, “Adaptability in Branded Content Delivery,” demonstrates that global organizations are having trouble keeping pace with both the rate of change and increasingly demanding expectations in their creative delivery process. It goes on to outline best practices to be followed for the modern adaptive marketing leader, and highlights new tools, strategies and partnerships that must be engaged in order to accelerate adaptive marketing initiatives. Download »

APAC Digital Marketing Performance Dashboard 2015

APAC Digital Marketing Performance Dashboard 2015
This fourth annual study into the state of digital marketing across Asia-Pacific reviews the state of adoption, readiness and maturity of organizations across the region and includes comparisons to previous years’ studies to benchmark and measure the progress being made across the region as it relates to digital marketing performance. Key areas of focus for the study include the organizational mindset, alignment, marketing readiness, marketing skills, content velocity and creative empowerment. The research specifically views the progress across Australia, Singapore, Hong Kong, China (Mainland and Taiwan), India, South Korea, Southeast Asia (Malaysia, Indonesia, Vietnam, Thailand and the Philippines), and New Zealand. It also includes a dashboard infographic with helpful comparisons for tracking each region's progress from year to year. Download »

Brand Attraction From Enriched Interaction Report

Brand Attraction From Enriched Interaction Report
This report—completed in partnership with IBM Digital Experience—explores how digital is influencing the way brands attract, engage and build relationships with consumers and lead them to become brand advocates. It includes best practices and insights from a survey of top brand decision makers, who provided their perspectives around this critical area of online marketing and business performance. It also explores how leading marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowdsourced content and mass-customized commerce through higher levels of personalization and tailored interaction. An accompanying infographic is also available at https://www.cmocouncil.org/brand-interaction-infographic.php Download »

Quantify How Well You Unify

Quantify How Well You Unify
The CMO Council partnered with Tealium to lead a targeted outreach effort to engage its members in qualitative and quantitative conversations around the economics and benefits of unifying marketing technologies and data. These findings resulted in a credible body of knowledge that  amplify the need for chief marketers to be more strategic in their acquisition and utilization of marketing technologies. It includes key data points that underscore the financial, business and customer relationship value of strategically focusing and integrating marketing technology solutions. It also assesses the degree to which chief marketers are engaged in marketing technology acquisition and planning and shines a light on the performance gains made by early adopters and best practice leaders. Download »

The Path Forward: Marketing’s Outlook Into The Digital Future Report

The Path Forward: Marketing’s Outlook Into The Digital Future Report
This report from the CMO Council and Ebiquity shares how marketing leaders feel they are doing today and how they are mapping out digital priorities over the next two years specific to ramping up digital performance to take the next leap in digital engagement and experience. From investments across digital media channels to the automation solutions that power them, digital has moved far beyond the experiment phase and is now the de-facto norm for customer engagement. Investments are also growing in the partnership network that is helping support everything from strategy to execution. Based on a global survey of marketing executives, this study explores how these digital investments are paying off, in addition to marketing’s level of satisfaction with their budgets, technologies, agencies and marketing performance partners. Download »

The State of Digital Brand Advertising

The State of Digital Brand Advertising
For the third year, 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. This year’s 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 their digital efforts and unlock the full potential of digital advertising. While marketers have traditionally relied on direct response advertising for digital, this is changing. Brand marketing growth is outpacing direct response ad growth in the digital sphere. Download the paper today to learn how digital marketing spend is evolving, in addition to the opportunities that still exist for all players involved. Download »

Best Practices In Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities

Best Practices In Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities
This is the second white paper in a four-part best-practice series, which explored a range of marketing imperatives, such as capitalizing on big data, mobile relationship marketing, leaders in loyalty and CMO/CIO alignment. Titled “Best Practices in Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities,” the paper illustrates how leading brands are seeing mobile as more than just a single point solution and features three case studies showcasing how mobile engagements have driven better experiences, developed longer-term relationships with customers and been fully integrated into overall business strategies in order to optimize the customer experience.  Download »

Getting in Sync With Mobile Customers

Getting in Sync With Mobile Customers
As mobile technology continues to transform industries and change customer behavior on a near-daily basis, it is also making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced. This study explores the changes in customers’ mobile behavior, the pulse of the market, the definition of a mobile-first strategy, how analytics are being leveraged for mobile, how brands are measuring mobile success and more. It also includes findings from an online quantitative survey and a complimentary infographic, in addition to five video interviews featuring best practices in mobile from marketing executives at Dunkin' Brands, Hershey's, Cisco and more. Click here to view the video series. Download »

Real Insight: Real Time—Marketing's Social Evolution

Real Insight: Real Time—Marketing's Social Evolution
Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda and many more in attendance, it was clear that the organizations were all at different stages in their social journey; some were just establishing more intentional and active listening and engagement strategies to complement their existing promotional and content-driven social engagements while others were pressing further ahead, advancing their social service and selling strategies and effectively opening new routes to revenue through the social channel. This strategic brief provides a summary of the themes and best practices discussed.  Download »

Best Practices in Engaging Mobile Customers

Best Practices in Engaging Mobile Customers
As mobile technology continues to make the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced, they are also challenged to create fully connected, mobile, personalized and relevant experiences. In the first part of this study, the CMO Council explored the changes in customers’ mobile behavior, the pulse of the market, the definition of a mobile-first strategy, how analytics are being leveraged for mobile, how brands are measuring mobile success and more through a quantitative survey of marketing executives. The second part of this research is now available and features in-depth summaries of interviews with marketing executives who share details around their mobile strategy development, challenges they have faced, and their outlook for the future of mobile as a critical marketing channel. Download »

Know More to Grow More

Know More to Grow More
As the demand for real-time customer intelligence increases, marketing is facing pressure to incorporate the tools and systems needed to glean the right insights from customer data in order to effectively support the sales process. Research highlighted in the CMO Council’s latest report, entitled “Know More to Grow More,” reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales. Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. Download »

More Gain, Less Strain: Optimizing Marketing Partner Performance and Value in a Digital World

More Gain, Less Strain: Optimizing Marketing Partner Performance and Value in a Digital World
The CMO Council's in–depth analysis of how marketers are optimizing marketing partner performance and value in a digital world includes best–practice discussions with more than 20 leading brand advertisers, as well as quantitative data from 250+ senior–level executives. The 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. Download »

Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer

Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer
An initiative to explore 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. Detailed in the full report are best practices of early winners in mobile and executive perspectives from Anheuser-Busch InBev, Beam Global, Caesars Entertainment, Coca-Cola Company, Earthbound Farm, Eastman Kodak, Four Seasons Hotels & Resorts, JP Morgan Chase, Nascar, Royal Caribbean Cruises, Sony Entertainment Television, Turner Entertainment Networks Asia, Unilever, Virgin America, and Wyndham Hotel Group. Download »

Big Data's Biggest Role, Aligning the CMO & CIO: Greater Partnership Drives Enterprise-Wide Customer Centricity

Big Data's Biggest Role, Aligning the CMO & CIO: Greater Partnership Drives Enterprise-Wide Customer Centricity
For this report, the CMO Council and SAS set out to better understand the key challenges, opportunities and requirements that both CMOs and CIOs were facing in their journey to develop a more customer-centric enterprise. While there is alignment around platform and technology, as well as the opportunity for even deeper connections around data and customer intelligence, there is still significant room to improve when it comes to creating a more customer-centric approach. Based on findings from a survey of 237 senior marketers and 211 senior IT executives, the report also includes best-practice profiles from marketing and IT executives at brands like AIG Bank, American Cancer Society, Conde Nast, Four Seasons Hotels & Resorts, GM and more. Download »

APAC Digital Directions

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. Conducted in partnership with Adobe, this report highlights that while improvements are clearly being made when it comes to digital, APAC marketers are still largely focused on single-vector metrics that measure past success or single points of campaign performance, and they are typically not measuring impact on harder business metrics, such as sales pipeline measurement or customer lifetime value. Download »

APAC Digital Marketing Performance Dashboard 2014

APAC Digital Marketing Performance Dashboard 2014
The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. Building on the findings of our studies in 2012 and 2013, this research seeks to identify where marketers are making improvements in their digital marketing efforts in APAC, as well as where challenges still exist.

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Grow From the Right Intro

Grow From the Right Intro
More than ever, businesses must rely on strategic partnering to grow revenue, acquire customers, expand market reach and innovate products, services and customer experiences. But many are struggling to get it right. Grow From the Right Intro is a new report examining the state of partnering in today’s fast-changing, global marketplace. The study sheds new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.  Developed by Business Performance Innovation (BPI) Network and the Chief Marketing Officer (CMO) Council, the report is based on a survey of 330 senior-level executives around the globe, bolstered by in-depth interviews with top executives in the realm of strategic partnerships. Download »

State of Marketing 2014

State of Marketing 2014
The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-question survey taken by more than 525 senior-level marketers from around the globe. The full report is available for purchase ($199 USD) and includes aggregate findings on marketing challenges, priorities, investments, organizational development, agency turnover, compensation and more. A complimentary executive summary of the report and a companion infographic can be sourced as well. Download »

CMO Compensation Report

CMO Compensation Report
The CMO compensation study is an invaluable, peer-inspired benchmarking tool to help CEOs, executive recruiters, CHROs, board members, academics and senior marketers better understand CMO compensation along a variety of dimensions (e.g., geography, type of business, responsibilities, etc.). As such, this is the first comprehensive report regarding CMO compensation, and it provides significant insight into CMO salaries, incentives and benefits, as well as CMO expectations and perceptions of compensation fairness and value to the organization. The milestone 36-page report is filled with facts, stats, tables and analytics provided by Dr. Kimberly A. Whitler of the Darden School of Business at the University of Virginia. Download »

The Content Connection to Vendor Selection

The Content Connection to Vendor Selection
The CMO Council partnered with NetLine on this study to determine content’s role in influencing B2B buyers in the purchase process. This includes gaining a better understanding of how buyers source and share content with their peers and how this content influences the pre-sales engagement process. The strategic brief includes findings from a survey of 352 senior-level B2B buyers, influencers and decision makers and features insights into the effectiveness of marketing content in generating value for customers. It also includes qualitative findings of interviews conducted with marketing executives at IBM, Allegro Development, AppNexus, CA Technologies and more. An accompanying infographic can also be downloaded here. Download »

Maximize How You Individualize

Maximize How You Individualize
For this report, the CMO Council partnered with SAP to discuss the requirements to modify and adapt business processes and practices to better meet customer demands for always on, always-accessible commerce, service and support. The report includes detailed findings from a 32-question online audit of 245 senior marketing executives across 16 countries and examines how operational disconnects impact experience and the resultant loss in revenue, margin, reputation and brand equity. It also contains summaries of best-practice interviews with marketing executives from companies like Air Asia, ANZ, BMW, Cathay Pacific Airways, Coles, Fujitsu, Godrej, Lenovo, Malaysia Airlines, Singapore Post, Standard Chartered Bank, Tata Capital, Virgin Mobile and Vodafone. An accompanying infographic is also available. Download »

Turning Social Feeds into Business Leads

Turning Social Feeds into Business Leads
Social media represents an important marketing frontier for the automotive industry. Ninety-four percent of millennial car buyers—the industry’s largest and fastest-growing demographic—gather information online, and 38 percent of consumers say they will consult social media in making their next car purchase. Based on these facts, senior marketers recognize social’s capacity to deliver actionable, real-time insights that can help drive overall marketing effectiveness. Download »

Japan Digital Marketing Performance Dashboard 2013

Japan Digital Marketing Performance Dashboard 2013
For this initiative, the CMO Council partnered with Adobe to explore the state of digital marketing across Japan in order to benchmark levels of adoption, traction and success. The study identifies how marketers are progressing in their digital marketing efforts in Japan, as well as where challenges still exist. It also tracks the progress in digital marketing adoption, management understanding, organizational proficiency, operational effectiveness, infrastructure development, tools/platform usage, and integration and alignment with offline marketing efforts. It also provides insight into obstacles, performance measurement metrics and best practices across the region while considering the business case for digital marketing investments. Download »

APAC Digital Marketing Performance Dashboard 2013

APAC Digital Marketing Performance Dashboard 2013
The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. Building on the findings of our study in 2012, this research seeks to identify where marketers are making improvements in their digital marketing efforts in APAC, as well as where challenges still exist. The study tracks the progress and improvements in digital marketing adoption, management understanding, organizational proficiency, operational effectiveness, infrastructure development, tools/platform usage, and integration and alignment with offline marketing efforts and provides insight into obstacles and best practices across the region. Download »

Brand Automation for Local Activation: Connecting Customer Engagement Into Measurable Local Strategies

Brand Automation for Local Activation: Connecting Customer Engagement Into Measurable Local Strategies
Through an online quantitative audit of senior marketers regarding the mandates, challenges and opportunities presented in localization, this CMO Council report identifies where and how marketing mindsets must shift to best capitalize on local potential. Based on a survey of 296 senior marketers and insights from best-practice leaders at brands including Arby’s, Carhartt, Dell, Farmers Insurance, FedEx, The North Face and more, the report contains a comprehensive summary of findings, along with insights from Balihoo, who shares their prescriptive insights into how and where marketing can reshape its definition of automation.  Download »

APAC Digital Marketing Performance Dashboard 2012

APAC Digital Marketing Performance Dashboard 2012
Digital marketing transformation across Asia is advancing thanks to high levels of optimism in digital marketing’s ability to attract and engage a highly mobile and digitally connected consumer, according to findings from this first annual study by the CMO Council. However, marketers are struggling with finding the right talent and skills to effectively execute digital strategies, in addition to implementing key ROI measures to make a business case for digital investments. This report highlights the state of digital adoption across Asia-Pacific, as well as best practices, challenges, setbacks, and imperatives for moving forward. It also contains best practices being embraced by senior marketers from companies like Toys R Us–Asia, Yahoo!, Standard Chartered Bank, Toyota, 20th Century Fox and more. Download »

Authority Leadership Marketing: Making Content the Cornerstone of Customer Engagement and Relevance

Authority Leadership Marketing: Making Content the Cornerstone of Customer Engagement and Relevance
Customer-centric content and authority leadership are critical to building brand trust, accelerating lead acquisition, and shortening selling cycles. This article 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. This is the first in a series of original articles and reports from leaders in the field of content marketing brought to you by the CMO Council’s Content ROI Center. Download »

Integrate to Accelerate Digital Marketing Value

Integrate to Accelerate Digital Marketing Value
Integration and alignment are the key challenges facing marketers—especially those in the travel and retail sectors—as only 9 percent of more than 200 global marketers surveyed say they have a highly evolved digital marketing model with a proven and clear path of evolution. This compares to 36 percent who report a random embrace of marketing point solutions that are not well integrated or unified. This report features in-depth data around points of success, anticipated investments, and areas in need of improvement across the digital marketing portfolio. In-depth leadership profiles and peer-powered insights are also included from brands like Best Buy, Sears, Adobe, Aston Martin, GE, SiriusXM Radio, Lucky Brand, Microsoft, Rackspace, Outrigge, and Wyndham.  Download »

Localize to Optimize Sales Channel Effectiveness

Localize to Optimize Sales Channel Effectiveness
Localization of messages, images, creative executions, offers, deals and interactions has become critical to marketing effectiveness and customer relationship building across many business categories. This report reveals that the majority of national marketers surveyed intend to look for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices, as very few feel their campaigns are highly evolved on a local level. It also focuses on helping marketers optimize the delivery of localized marketing support through multiple media channels to best meet consumers where they are.  Download »