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When attempting to execute a successful earned-media strategy, it is hugely beneficial for a firm's marketing and communications teams to be aligned. However, more than half of marketing and comms leaders say there isn't strong alignment on their company's earned-media efforts. That disconnect begins with priorities: Comms leaders say earned media requires the fewest resources, whereas Marketing leaders say owed media requires the fewest resources. How can that gap be bridged?

Marketers love to talk about the customer experience, but maybe this sort of thinking needs to change—or at least, expanded, argues Tom Kaneshige, Chief Content Officer at the CMO Council.

A recent survey published by the Chief Marketing Officer (CMO) Council found that 90% of businesses planned to make changes to their marketing strategy during the peak of the coronavirus outbreak in March. However, the same survey revealed 69% were not satisfied with their decision-supporting data, forcing them to make blind changes during a time of crisis.

It’s not about pushing short-term campaigns or even long-term purchases. You want to win over customers to your side, according to the CMO Council. Here’s how you can make emotional loyalty work for you.

Eighty-one percent of business leaders agree that the change in our business environment due to social unrest and the fallout from COVID-19 has led to the rise of importance in earned media, according to a new report from the CMO Council in collaboration with earned media company Cision. This change has prompted a need for greater alignment across marketing and communications teams for greater brand consistency to effectively build loyalty and rapport with customers.

The Council’s new report, Forging the Future of Customer Experience: Building a Unified Data Foundation for Turning Customer Insight into Action, with research partner Teradata, takes a look at how marketing leaders are approaching the data conundrum and covers the organizational allies required to make the most out of data assets. Marketers have plenty of data, but now it’s about leveraging that data across channels and organizational touchpoints in real-time and in a way that feels personal, relevant and even anticipatory. This is the marketer’s mandate today.

The rise of the data-driven marketer propelled the marketing function beyond the role of chief brand advocate and has become a champion of customer experience (CX) and growth driving force. In a CMO Council survey of global marketers, when ranking who these specialists felt were primarily responsible for driving growth strategies and revenue generation, marketers ranked themselves first, even above the CEO.

Marketing and communications are two sides of the same coin, but their respective teams are often at odds within retail companies. Marketers are immersed in a world of directly measurable KPIs. In contrast, the sales impact of earned media like social posts that’s generated by the communications team can be ephemeral — but that doesn’t make it any less valuable. “They have always had a rocky relationship because they compete for resources, but today digital content is playing a huge role in sales and how people feel about their brands,” said Tom Kaneshige, Chief Content Officer at the CMO Council in an interview with Retail TouchPoints. “Most people are hunkering down in their homes and consuming and sharing content. The rise of e-Commerce during this is indicative of how important earned media has become.”

These are the key findings in a new Chief Marketing Officer (CMO) Council report, produced in partnership with Teradata, entitled “Forging the Future of Customer Experience: Building a Unified Data Foundation for Turning Customer Insight into Action.” The report takes a look at how marketing leaders are approaching the data conundrum and covers the organizational allies required to make the most out of data assets.

Recent CMO Council research highlights that three out of four senior marketing leaders feel their jobs could be on the line if CX strategies don't deliver profitable results. Moreover, 77% of CMOs admitted they were yet to realize the full revenue potential of today's connected customer. The report is based on the CMO Council conducting a survey of 220 marketing executives as well as 10 in-depth interviews with executives from Ameritrade, Cisco, Comcast, Constellation Research, Gap, HSBC, Juniper Networks, Rodan+Fields, Visa and Vodafone.

New research, developed by the CMO Council and titled Bridging the Marketing and Communications Gap: Fostering Cohesion in the Age of Customer Interruption , looks at best practices and technologies to overcome the challenges facing communication and marketing teams. of the companies, in order to detail the disconnection between them in relation to strategic activities. The study was based on a series of interviews with the brand managers of a good number of companies, which addressed, among other issues, how COVID-19 has increased the importance of taking care of the communication of brands, with the aim of reaching consistent messages to customers.

Recent CMO Council research highlights that three out of four senior marketing leaders feel their jobs could be on the line if CX strategies don’t deliver profitable results. Moreover, 77% of CMOs admitted they were yet to realize the full revenue potential of today’s connected customer. The report is based on the CMO Council conducting a survey of 220 marketing executives as well as 10 in-depth interviews with executives from Ameritrade, Cisco, Comcast, Constellation Research, Gap, HSBC, Juniper Networks, Rodan+Fields, Visa and Vodafone.

These are the key findings in a new Chief Marketing Officer (CMO) Council report, produced in partnership with Teradata, entitled ” Forging the Future of Customer Experience: Building a Unified Data Foundation for Turning Customer Insight into Action.” The report takes a look at how marketing leaders are approaching the data conundrum and covers the organizational allies required to make the most out of data assets.

Marketers have plenty of data, but now it's about leveraging that data across channels and organizational touchpoints in real-time and in a way that feels personal, relevant and even anticipatory. This is the marketer's mandate today.

A study by the CMO Council highlights the problems that occur without proper alignment between the marketing and communication functions

A recent CMO Council study looks at ways in which brand leaders are unifying the two departments during these tumultuous times. The report shows that in some ways marketing and communications teams have different priorities and goals, but 81 percent of 150 brand leaders surveyed said that earned media efforts have become more important during the pandemic, underscoring the need for the groups to properly align messaging and create a consistent customer experience.

New research, produced by the CMO Council in partnership with Cision , details best practices and technologies for overcoming the challenges that chief brand officers (CBOs) face when aligning marketing and communication teams . The report entitled " Bridging the Gap for Comms & Marketing: Building Cohesion in the Age of Customer Disruption" reveals that the gap in communication and marketing: fostering cohesion in the age of customer interruption, in Spanish. the disconnect in strategic media activities, ROI, and earned media returns arising from lack of understanding between marketing and communication teams.

The new report details the best practices and technologies for overcoming the challenges that brand leaders face when aligning marketing and comms teams. The insights are based on a survey of over 150 brand leaders and nearly a dozen in-depth interviews with executives from companies including IBM, Nokia, Schneider Electric, Lamps Plus, Certified First, Center for Creative Leadership, R&R Partners and InnerWorkings.

Marketing and public relations (PR) teams within companies should soon be perfectly aligned, while the tasks carried out by both parties are pregnant with concomitant points that must necessarily be exploited to build the foundations of synergies. However , it seems that the (absolutely vital) understanding between marketing and public relations actually leaves a lot to be desired. This is clear from at least one recent CMO Council study in which 150 brand leaders took more part.  

The CMO Council report -- Bridging the Gap for Comms & Marketing, produced in partnership with Cision -- analyzes best practices and technologies for overcoming the challenges that brand leaders face when aligning marketing and communications teams.