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December 2015

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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Why the Quality of Your Content Marketing Strategy Matters

For the past two years, the annual content marketing surveys by the Content Marketing Institute and MarketingProfs have pointed to the importance of having and following a documented content marketing strategy. In both the 2014 and 2015 editions of the survey, a majority of B2B respondents whose company had a documented content strategy rated their content marketing efforts as highly effective (a 4 or 5 on a scale of 1 to 5), while only a small minority of respondents with a documented strategy rated their efforts as ineffective (a 1 or 2 on the five point scale).

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September 2015

A Closer Look at Activating the New American Mainstream in Marketing [Interview]

In a white paper titled, “Activating the New American Mainstream,” The CMO Council and Geoscape looked at how marketers are crafting strategies to engage the country’s culturally diverse business industry.

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CMO Council Finds Marketers Fall Short On Multicultural

Unfortunately for a lot of companies, the CEO and board don't see the value, according to a new survey from the Chief Marketing Officer (CMO) Council and Geoscape, “Activating the New American Mainstream.” The survey found that half of the 150 North America-based senior marketing executives polled feel there actually is some level of support for multicultural engagement strategies from the senior levels of the organization, but it isn’t coming from not from the top. 

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How CMOs Can Impact Enterprise Value Through Multicultural Marketing

Geoscape recently partnered with the CMO Council to poll 150 North America-based senior marketing executives, entitled “Activating the New American Mainstream,” shows that a lack of top-level support is translating into a de-prioritization of multicultural engagement programs.

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CMO Council Finds Marketers Fall Short On Multicultural

Marketers aiming to increase their companies’ focus and spend on effective multicultural marketing are not going about it correctly.

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August 2015

89% See IoT Impacting Customer Engagement 'Very Significantly'

When it comes to the impact of the Internet of Things on customer engagement, the marketers leading the charge see a totally different picture than those behind.

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