News Coverage

El informe de CMO Council revela una batalla por el equilibrio entre las eficiencias de la centralización y la eficacia de la localización a medida que los profesionales del marketing observan los cambios operativos necesarios para alcanzar los objetivos de crecimiento mundial.

Based on a CMO Council study, 63% of marketers are not satisfied with their localization efforts.

The B2B buyer’s checklist continues to grow and nearly one-third (31%) of buyers say the length of their purchase cycle significantly increased in 2018, according to Demand Gen Report research.

Marketers may understand the importance of data, but according to a February 2019 report from the CMO Council and Harte Hanks, that doesn’t mean they know how to use it. After polling more than 150 executives, they found that none indicated they were equipped to use new intelligence points to improve brand engagement. 

A study by CMO Council found that 57% of consumers now have a deeper understanding of how companies use their data, and that 27% feel they have a better overall experience with brands. Sixty-five percent of consumers say GDPR made no difference at all on their brand experiences, suggesting that much of the legislation’s impact falls into the “no harm, no foul” bucket.

“Marketers and organizations will need to identify ways in which AI and technology can be deployed to actually enhance and accelerate delivery of a more human relationship.”

As the CMO role continues to evolve and consumers expect relevant, customized experiences from brands, only a select few CMOs are considered innovative in the customer experience approach, per the report. This aligns with previous research showing that just 7% of sales leaders and 9% of CMOs see themselves as owners of the customer experience, according to the CMO Council, SAP Hybris and SellingPower magazine. 

New research from the CMO Council, in partnership with Harte Hanks, indicates that 42 percent of marketers believe these marquee experiential brands are not just developing better relationships, but are more effectively leveraging customer experience as a driver for profitability and growth.

Customer and human relationships are also getting lost in the marketing industry's push to master data and marketing technology, and marketers see a focus on "small data," or specific personal attributes delivered through channels like Internet of Things, could bring a human touch back to marketing, according to a CMO Council and Harte Hanks study.

New research from the CMO Council indicates that 42% of chief marketing officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omnichannel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process.

The report, entitled "Bringing A Human Voice To Customer Choice," found that a significant number of senior marketing executives (29%) are having a hard time thinking of their customers as "humans" instead of "targets."

CMO Council research lists Amazon, Starbucks, Apple and Google as leaders in guiding the customer journey and using experience for competitive advantage; Issues call to action for brands to identify micro-moments of opportunity to further more meaningful “human” relationships.

New research from the CMO Council, in partnership with Harte Hanks, indicates that 42 percent of marketers believe these marquee experiential brands are not just developing better relationships, but are more effectively leveraging customer experience as a driver for profitability and growth.

Consumer voices are everywhere in this connected world, but listening and interpreting those voices often proves difficult according to a new report by the CMO Council. 

Marketers believe that the customer and human relationship element of their business is getting lost amid demands to master data and marketing technology, according to new research from the CMO Council and Harte Hanks

“Marketers admit that the biggest challenge the organization faces while working to develop lasting customer relationships is actually remembering the relationship itself and not solely focusing on getting campaigns out the door,” according to the “Bringing a Human Voice to Customer Choice” report from the CMO Council and Harte Hanks.

The CMO Council surveyed 233 senior marketers worldwide in Q1 2018 and found that few respondents completely agree with the IAB’s viewability guidelines, which consider video ads viewable as long as 50% of the ad is on screen for at least 2 consecutive seconds. About four in 10 respondents said they disagree with the industry standard, but admitted they struggled to find a better definition.

Localization is a crucial piece of a larger personalization effort. A CMO Council study found that 63% of marketers are unsatisfied with their localization efforts, yet 75% are allocating less than 10% of their budgets toward improving those efforts. Such marketers recognize the importance of communicating appropriately across global markets but they continue to merely talk the talk.

According to CMO Council study, 78 percent of brand marketers said they've been negatively impacted by unintended assocaitions with objectionable content. With streaming music and podcasts on the rise in the past year, advertisers should take advantages of audio channels in crafting brand strategy.

According to the new CMO Council report, entitled “Turn Up The Volume: Rethinking Where and How Customer Voice Enhances Experience,” marketing leaders across Europe believe current listening initiatives are only “fairly good.” They believe brands have perfected listening through corporate owned and operated channels but still struggle to source customer insight across largely unstructured digital domains including social media.