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CMO COUNCIL™ REPORTS & RESOURCES |
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BRINGING SOCIAL SECURITY TO THE ONLINE COMMUNITY
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CMO Council executive director, Donovan Neale-May, joined a large virtual audience of Jigsaw community members to present his perspectives on Bringing Social Security to the Online Community. Find out how new threats and viral contaminations are accenting the need for better threat protection, improved privacy and security policy enforcement, as well as greater member vigilance and personal responsibility.
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MOBILE RELATIONSHIP MARKETING
As the most pervasive channel of communications and targeted engagement on the planet, the mobile phone reaches more than 5 billion users globally. The mobile channel is an unprecedented opportunity to reach both developed consumer markets in new an intrusive way, and developing regions that cater to a previously untapped, unreachable, and unbanked mass of humanity. The Big Brands Embrace the Move to Mobile Relationship Marketing white paper explores how global mobile marketing can open up vast new opportunities for big brand marketers, consumers, and loyalty leaders alike to benefit from more personalized, immediate, relevant, and environmentally responsible mobile communications. See how marketers and consumers are beckoning for new digital, mobile touch points that can bring individualized value to billions of readers, responders, and recurring shoppers.
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MARKETING OUTLOOK 2010
The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior marketing decision makers are managing marketing mix modeling, budget allocations and media mix spend, and investments into infrastructure, technology platforms and enhancements to internal competencies. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far deeper and wider than before. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead.
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COMBATING COMPUTER STRESS SYNDROM
Today’s digitally dependent consumers are increasingly overwhelmed and upset with technical glitches and problems in their daily lives. The source of their pain: frustrating, complex computers and devices, technical failures, viral infections, and long waits to resolve support issues that disrupt the flow of their work and personal lives. While the threats and complications with computers are on the rise, customer technical support has not kept pace to address the needs of a growing population of computer users that are highly dependent upon their device as part of their daily lives. The industry study – Combating Computer Stress Syndrome: Barriers and Best Practices in Tech Support, analyzes the results of a poll of more than 1,000 consumers in North America on the forces and factors at work with the different approaches to solving an expanding set of computer complexities. The report captures quantitative data on the experiences and attitudes of consumers as well as a snapshot of intimate conversations on challenges and best practices with support-related executives at popular communications service providers and computer device manufacturers.
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LEVERAGING LOYALTY TO TRANSFORM PUBLISHING
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 digital experience. This report reveals consumer intentions specific to magazine consumption and their openness to precision marketing tactics, even in a traditional channel.
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LEADING LOYALTY
Feeling the Love From The Loyalty Clubs
Today, customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neighborhood burrito palace or dry cleaner. Yet, through the CMO Council’s research in The Leaders in Loyalty: Feeling the Love from the Loyalty Club these programs are leaving customers thinking of breaking up with brands rather than forging longer romances. In fact, 54 percent of the consumers surveyed let it be known that thanks to the barrage of irrelevant messages, low value rewards, and impersonal engagements, they are aren’t feeling the love, in fact they are thinking of asking for a divorce, threatening brands with defection.
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DEFINE WHERE TO STREAMLINE
Making Marketing Supply Chains More Efficient, Agile and Enviro-Friendly
With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they source, select, manage, unify and align vendors, suppliers and service providers on strategic, creative, content, media, talent, distribution and production levels. Define Where to Streamline is the first step in a process to benchmark, analyze and provide a report card on the state of marketing supply chain management practices, as well as highlight the business benefits, productivity gains and risk reductions to be achieved by embracing a standardized Marketing Supply Chain Model.
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SERVICE INVENTION TO INCREASE RETENTION
Competitive crunch and convergence in the $1 trilling dollar global communications marketplace is fueling increased customer churn, and testing customer loyalty. Marketers are facing unprecedented challenges in building loyalty and retaining customers as cut-throat competition and new service models undercut pricing, prey on lucrative customers and disrupt established markets. The industry study -- Service Invention to Increase Retention -- benchmarks how the communications industry is responding to interactive digital media channels, social networks, mobile messaging devices and online communities, leaving companies scrambling to retain subscribers, induce loyalty, improve customer satisfaction, and deliver appealing revenue-producing services.
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CMO COUNCIL MEMBERS UNRAVEL THE CORE DNA OF A CMO
The CMO Council is frequently asked by the media, executive recruiters and CEOs to define the essential qualities and attributes of a successful marketing officer. To achieve this we have partnered with a professional services company called 'Bluprints™' to assist us in a globally inclusive process to systematically decipher a distinct Formula for Success - exclusive to the CMO community.
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LOSING LOYALTY: THE CONSUMER DEFECTION 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 new study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides the most comprehensive and detailed analysis ever undertaken of the defection dilemma among CPG brands.
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PROTECTION FROM BRAND INFECTION
The new Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks. It also quantifies the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners.
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MARKETING OUTLOOK 2009
The 2009 Marketing Outlook Survey, the largest independent assessment of senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far deeper and wider than before.
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CALIBRATE HOW YOU OPERATE
Current marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. The report reveals that global marketing executives are challenged by a lack of corporate mandate for alignment and integration.
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GIVING CUSTOMER VOICE MORE VOLUME
The Giving Customer Voice More Volume research initiative examines the adoption and use of customer listening, feedback, engagement and advocacy systems. The report takes a fresh look at marketing's ownership of the customer experience to provide perspective on the role of marketing executives in ensuring that all operational areas and organizational processes are harmonized and optimized to deliver on brand promises and drive customer advocacy, satisfaction and loyalty.
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ROUTES TO REVENUE AUDIT
A milestone research initiative to benchmark 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. Centered around Customer Revenue Optimization (CRO), this report, sponsored by InfoPrint Solutions Company, drills into targeted strategies and solutions that significantly impact customer acquisition, monetization and ROI while exploring new developments in database, customer insight and print technologies.
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CUSTOMER AFFINITY FROM OPTIMIZED CONTENT DELIVERY
Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to identify limitations, liabilities and lost opportunities when companies do not enforce brand guidelines, control digital assets, and harmonize content origination and delivery channels worldwide. The final result is a comprehensive audit of individual channels of content delivers, along with an overall ranking that aggregates all touch points to create one final score that assesses the totality of the customer experience.
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MARKETING MAGNIFIED
The CMO Council's e-bulletin Marketing Magnified is distributed monthly. Expect marketing news you can use, ideas that challenge your thinking, and industry content that will help inform your decision making. Look for technology and marketing thought leadership every month from Marketing Magnified.
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