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March 2016

How social media adds value to CRM

If CRM platforms want to connect with front-line sales and marketing staffers, tapping into social signals is not a ‘nice to have,’ but a ‘need to have’ feature.

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January 2016

Travel 2016: Europe's Out, While Asia, Australia And South America Are In

As a result of several high-profile attacks around the world, terrorism has become a concern among countless international travelers in a way that it has not been in years past.

Add to that the uncertainty associated with climate change and the growing frequency of natural disasters, and you have yet another source of hesitation among globe trotters when it comes to travel in 2016.

And while industry experts insist that bookings remain steady, or perhaps busier than usual in a show of solidarity with affected countries, there is no denying a shift in patterns among large swaths of the traveling population, one that's more than likely tied to the past year's events.

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December 2015

Travel fears can override cold statistics

The paranoia and misinformation around travel was well-reflected in a study released last week by the CMO Council, a network of more than 10,000 senior corporate marketers. A quarter of those surveyed said they’ve changed travel plans in the past year, and fear of terrorism or personal safety was the top reason the 2,000 respondents gave for canceling, followed closely by worries of disease.

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Ditch 'vanity metrics', marketers told

ASIA: Digital marketers in Asia-Pacific need to move away from a reliance on "vanity metrics", such as likes and views, and focus instead on measuring the effect of their campaigns on business results, a leading industry figure has said. 

Liz Miller, senior vice president of marketing at CMO Council, referred to the Adobe Asia-Pacific Digital Marketing Performance Dashboard 2015, a study produced in collaboration with CMO Council and based on quantitative surveys with more than 900 marketers across the region.

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APAC Marketers Must Move Away From Vanity Metrics

Marketers need to start looking at how they are actually helping their organisation and better tap measurement tools to improve campaign performance. This means moving from ‘vanity metrics’, such as likes and views, stresses Liz Miller, senior vice president of marketing at CMO Council. Citing stats from the Adobe Asia-Pacific Digital Marketing Performance Dashboard 2015, Miller says marketers in the region are failing to properly report and use data to help their organisation.

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Terrorism, Turmoil Biggest Travel Deterrents, Survey Show

Although the probability that they will impact one's trip is extremely low, the number of travelers concerned about terrorism, war, and disease is extremely high, according to a new study conducted by the Chief Marketing Officer (CMO) Council's GeoBranding Center in partnership with AIG Travel.

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Global travel anxiety audit finds island destinations safest, terrorism and turmoil biggest deterrents to tourism

In a new study undertaken by the Chief Marketing Officer (CMO) Council's GeoBranding Center and AIG Travel. Data for the report, entitled "How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention" was collected from more than 2,000 American, European and other global travelers worldwide during October 2015 via an online survey by the CMO Council and Travelzoo.

The research aimed to gather consumer views and specific areas of concern that lead travelers to alter their plans, intentions or destination picks. Among these events and incidents are terrorist attacks, natural disasters, disease outbreaks, regional conflicts, political upheaval, crime and violence, civil unrest, plane crashes, and cruise line accidents or food safety issues.

The study reveals that personal safety has become a major concern for tourists as real-time news channels multiply and social media postings bring first-hand accounts of incidents or situations to aspirational leisure travelers, impacting decision-making around desired destinations. More than 60 percent of survey respondents report that turmoil, health hazards or active conflicts could sway or even deter their travel to a specific country or region. 

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Inside Africa's tourism crisis

A new global survey by the CMO Council’s GeoBranding Center and AIG Travel, entitled “How Global Voices Shape Travel Choices,” shows that despite strong word-of-mouth support and lower concerns about costs and long flights, half of the potential travelers to Africa are simply avoiding the continent due to fears of personal safety, violence and diseases like Ebola.

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Global Anxiety Study Shows How Travelers Think

In a new study by Chief Marketing Officer Council’s GeoBranding Center and AIG Travel, titled “How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention,” which polled more than 2,000 travelers from across the globe during the month of October, travelers felt safest when vacationing on islands, or in Australia or New Zealand

The report also revealed, not surprisingly, that terrorism activity is the number-one reason tourists avoid certain destinations. One in four travelers has changed vacation plans in the past year due to global or local safety, security, or health concerns.

People still have that wanderlust desire, but the sense of anxiety is keeping them closer to home, and many are opting to travel domestically.

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What Can The Travel Industry Do To Fight 'Travel Anxiety'?

The fact is that travel anxiety has always existed, and now, with non-stop media coverage of every tragedy and disaster, it is quite high. If you look at the results of the CMO Council’s survey, the travel industry's best response seems to be to focus on giving people the tools that they need (namely, clear-eyed and truthful information) so that they can combat anxiety with facts and be able to plan their travels without being influenced by the internet's non-stop chatter.  

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'Worldwide' Travel Alert Update: Africa's Struggling Tourism Industry Slams Obama Administration

A global survey released last month by the CMO Council’s GeoBranding Center and AIG Travel showed that more than half of travelers trust government alerts above all other sources when deciding on safe travel destinations. The survey also found that half of the potential travelers to Africa are avoiding the massive continent due to fears of personal safety, violence and diseases like Ebola. One in four travelers changed or cancelled their vacation plans in the past year over safety concerns.

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Study Says One in Four Travelers Change Plans Due to Terrorism Concerns

A new study from the Chief Marketing Officer (CMO) Council's GeoBranding Center and AIG Travel reports one in four travelers has changed vacation plans in the past year due to global or local safety, security or health concerns, with terrorism activity topping the list of reasons tourists will avoid travel to certain destinations. Data for the report, entitled "How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention," was collected from more than 2,000 American, European and other global travelers worldwide during October 2015 via an online survey by the CMO Council and Travelzoo. 58 percent of the travelers surveyed were female, and the majority of respondents were over the age of 45. 55 percent were residents of the U.S. and Canada, 16 percent lived in the United Kingdom and 23 percent lived in Germany. Other respondents lived in countries throughout Europe and the Asia-Pacific region. 

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November 2015

CMO’s feel confident on digital future

The CMO Council which represents chief marketing offers all around the globe, in conjunction with Adobe Systems have completed a major study across the Asia region. Titled ‘APAC Digital Marketing Performance Dashboard’, the study is the result of 23 one-on-one interviews across a number of industries as well 295 online responses from senior marketers.

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Adobe: Singapore marketers need to helm the digital business transformation

Digital transformation in the region is reaching maturity levels in most countries, according to Adobe’s annual APAC Digital Marketing Performance Dashboard. However, businesses are facing the fresh challenge of integrating customer experience strategically across the organization under the guidance of a strong, visionary leader.

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October 2015

CMO and Adobe talk next-gen customer service and experience

New research from Adobe and the CMO Council reveals marketers need to turn their attention to the next evolution of marketing, boosting focus to integrate content and creativity as the foundation of customer experience, the driver of how customers interact digitally and a critical point of alignment for organisations.

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Australian marketers lead Asia-Pacific in second wave of digital transformation

According to the fourth annual CMO Council and Adobe Digital Marketing Performance Dashboard report, the results illustrate how organisations are moving beyond digital as experimentation, to establishing organisationally embraced strategies and digital customer experiences. Australia particularly in the past three years has been testing, exploring and evaluating, progressively advancing to a position of increased maturity and operationalised commitment to digital progress, the report stated.

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Australian companies outstrip regional competitors in digital marketing

The study, which included surveys of more 800 marketing execs in countries including Australia, China and Singapore, revealed local companies are overtaking their regional neighbours when it comes to having dedicated digital positions within organisations, with half of all marketers rating their ability to measure the value and return of digital investment very highly.

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Survey claims just 1 in 5 Aussie marketers think their agencies are ‘extremely effective’

Only one in five Australian marketers ranks their agency in the top tier of “extremely effective” on overall performance, according to a new study. The Digital Marketing APAC Performance Dashboard survey found, among the 114 senior Australian marketers polled, only 22 per cent felt their agency was extremely effecti

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July 2015

30% Marketers Will Spend 29% – 49% of Marketing Budget on Digital

Digital spending has always been an area of debate in almost every single company worldwide. The prominence of digital world, thanks to social media and the internet is a key factor.

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January 2015

Digital brand advertising suffers from poor measurement says CMO Council study

Advertisers want to allocate more money to digital brand advertising but they remain skeptical about the quality of metrics they are receiving.

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