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April 2016

Today's Entrepreneur: Dave Scott

No. 1 Mistake: Not treating their employees with respect

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Lack of Technology Keeping Marketers From Personalizing Content: eMarketer

Meanwhile, separate research from the CMO Council from last summer found that personalized content was proving effective, with 56% of surveyed marketers worldwide reporting higher response and engagement rates, and 47% reporting more timely and relevant interactions.

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March 2016

5 Tips for Choosing Images That’ll Make Your Content Engagement Skyrocket

Last year, I read a report from CMO Council that thoroughly stumped me. Sixty-five percent of senior marketing executives said they believe visual assets are an essential tool for communicating their brand’s story. But what about the other 35 percent?

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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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How to Personalize the Retail Experience with Data

Leading retailers have made great strides in becoming omni-channel, multi-channel marketing experts. Reaching consumers across multiple channels, having a strong digital presence, engaging on social platforms, and embracing mobile continue to be key themes in targeting today’s shopper.

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3 Ways to Localize Your Content for Amazing Results

Reaching a global audience may seem like every business’s goal. New and innovative digital mediums make it incredibly easy to reach consumers anywhere on the planet. However, even with social and digital platforms for publishing, engagement and feedback, you may not be connecting with the markets you want.

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The key to B2B success is knowing the customer acquisition cost

The majority of B2B marketers are overspending when it comes to acquiring new customers.

The majority of B2B are overspending when it comes to acquiring new customers. The reason for this is that they don’t actually know how much they should be investing or how, so they end up spending money in the wrong area and not see any return. - See more at: https://www.b2bmarketing.net/resources/blog/key-b2b-success-knowing-customer-acquisition-cost#sthash.i1XZPJhx.dpuf
The majority of B2B are overspending when it comes to acquiring new customers. The reason for this is that they don’t actually know how much they should be investing or how, so they end up spending money in the wrong area and not see any return. - See more at: https://www.b2bmarketing.net/resources/blog/key-b2b-success-knowing-customer-acquisition-cost#sthash.i1XZPJhx.dpuf
The majority of B2B are overspending when it comes to acquiring new customers. The reason for this is that they don’t actually know how much they should be investing or how, so they end up spending money in the wrong area and not see any return. - See more at: https://www.b2bmarketing.net/resources/blog/key-b2b-success-knowing-customer-acquisition-cost#sthash.i1XZPJhx.dpuf
The majority of B2B are overspending when it comes to acquiring new customers. The reason for this is that they don’t actually know how much they should be investing or how, so they end up spending money in the wrong area and not see any return. - See more at: https://www.b2bmarketing.net/resources/blog/key-b2b-success-knowing-customer-acquisition-cost#sthash.i1XZPJhx.dpuf

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A Customer's Path to a Purchase Decision

Small business CEOs have a difficult time to discern what really will “trip the trigger” for a customer to make the decision to purchase in today’s marketing scene.

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Bridging the Gap Between Marketing and IT

The digital marketplace has created a business imperative that every company be—in some way—a technology company.

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Why the Picture of Diversity on Madison Avenue Is So Murky

Companies' varying reporting methods make it tough to discern the racial and gender makeup of the ad industry.

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Report: Marketers Don’t Seem to Understand What Consumers Want

Understanding the impact of your marketing is key to making wise investments in social media as many marketers still struggle to measure the ROI from social media.

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January 2016

Social Scores Low Among CMOs

While plenty of folks pay lip service to social media’s potential as a marketing platform, their estimate of its actual value remains fairly low, according to a new survey by the CMO Council, which polled around 150 top marketing executives across a range of industries, most of them from companies located in the U.S. and Europe, about their business strategies.

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Biz Report

Nearly one month into 2016, two trends are becoming clearer: programmatic advertising and personalization are getting a lot of attention. The authors of two reports believe brands will continue banking on the two P's throughout the year.

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Marketers overloaded with data and struggle to use it

The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015 and was conducted in partnership with Pegasystems, a provider of strategic business applications.

Marketers looking to deliver exceptional customer experiences are increasingly turning to personalization as the key driver to maximize customer value.

But this will require redefining data's value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior—including how customers react to different trends, news, offers, deals, product promises, promotional prompts, recommendations, social commentary and personalized messages.

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The Great CMO Dichotomy

Being the sports and pop culture savant that I am, I very often will infuse a reference to the former or the latter – or even both, to make my point when it comes to our world of marketing, advertising and all that good stuff.

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Marketers fail to make most of data

The marketing world has no shortage of data but it does lack an ability to utilise this to predict customer behaviour and deliver personalised content, a new study has said. 

The study from the CMO Council – Predicting Routes to Revenue – was based on insights from more than 150 senior marketing executives surveyed across North America and Europe during the fourth quarter of 2015.

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Mobile and Social Are Overrated, Marketers Say

Mobile and social are not critical to your marketing department's ROI — least according to the marketers participating in a survey just released by the CMO Council. 

Only 5 percent of marketers rated a mobile-first campaign execution to optimize mobile engagement as critical to revenue and profitability. And just 7 percent look at social engagement channels, including click-to-buy and social service plug-ins, as critical to do the same.

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Personalization Progress Stalled by Lack of Insights

When it comes to personalization, real time remains theright time to engage customers and prospects. But the clock keeps ticking even as brands struggle to achieve relevance, personalization, and fulfill their brand promises.

This constant struggle stems from marketers' inability to reach customers' full potential due to a lack of insights, inaccurate data alignment, and no visibility into the customer lifecycle. The CMO Council's study, "Predicting Routes to Revenue," released yesterday and conducted in partnership with Pegasystems, highlights these disparities. 

The study surveyed more than 150 marketers to better understand how these professionals are making the real-time decisions that impact customer engagement strategies and maximize revenue potential. Although most marketers said they recognize the need for real-time personalization and consistent experiences, many say they're unable to advance their efforts because of a lack of forward-looking campaign metrics and an incomplete view of the customer.

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The future of personalization

If you haven’t been thinking about the future of personalization — you should. The CMO Council released a fascinating study today, looking at how marketers are viewing/using personalization and what that means for all of us down the road.

The study, done in partnership with Pegasystems, is entitled “Predicting Routes to Revenue, and found that nearly half of marketers say their current analytics programs have the ability to give a clear view of past performance but do little to shed light on the road ahead.  The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015.

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Marketers Feel Overwhelmed By Predictive Data Amid Struggle Over ‘Customer Experience’

A slim 5 percent of marketers express confidence in their ability to adapt and predict the customer journey in an efficient way, while 48 percent confess most of their analytics falls behind separate department walls and is not well aligned, a study by the CMO Council has found.

In a survey of 150 senior marketing executives across North America and Europe during Q4 2015 in conjunction with business software provider Pegasystems, marketing execs say they feel “overloaded” with predictive analytics and are largely unable to make that data actionable in a manner that makes connecting with shoppers easier for both sides of the transaction.

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Donovan Neale-May
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donovan@cmocouncil.org

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