News Coverage

"Marketers want to get going on connecting systems and busting silos to put the customer’s expectations above the drama being caused by fragmented tools that fail to deliver results for the business," says The CMO Council's Liz Miller.  Aside from the perennial question about turning “Big Data” into actionable, “Smart Data,” the other big issue pressing down on CMOs is organizing the myriad — and often walled-off — marketing touchpoints that influence consumers’ brand choices. A survey by the The CMO Council, The State of Engagement: Bridging the Customer Journey Across Every Last Mile, finds that businesses will measure the success of customer experience initiatives on bottom-line improvements like overall revenue growth and increases in individual sales.

Chief marketing officers who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers believe their jobs are at risk. This is according to a new study from the chief marketing officer (CMO) Council, in partnership with RedPoint Global. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

A new report says 95 percent of marketing leaders believe digital media must become more reliable and that 21 percent plan to reduce their spending this year because of inaccurate, questionable, or false digital media reporting. The report, “Engage at Every Stage: An Investigation of Video Activation,” from the CMO Council says marketers have also increased their scrutiny of platforms like Google and Facebook. Marketers also questioned viewability standards, with just 3 percent agreeing on the Media Rating Council’s (MRC) definition of 50 percent of content playing for two consecutive seconds with the sound off. 

What keeps chief marketing officers up at night? According to new research from the CMO Council 76% believe their jobs are on the line if their customer engagement isn’t sufficient and they aren’t satisfying consumers. And while customer satisfaction scores are the key to measuring that, only 10% say they’re able to adequately measure the financial impact of their efforts. According to a new study from the Chief Marketing Officer (CMO) Council, chief marketers know that their careers rise or fall based on their customer experience strategies. Nearly half of the respondents in the CMO Council worry they’ll be fired if their big bets on technology and the marketing tech stack fail to provide a unified view of the customer that they can act on.

Three-quarters of CMOs think their jobs are on the line if customer engagement doesn’t live up to their audience’s expectations, according to a new study from the CMO Council. But while customer experience strategies are vital, only 10 percent feel they can accurately measure these engagements against business goals, according to the report. Businesses measure the ROI of customer experience initiatives on metrics like overall revenue growth and increases in individual sales. But most (80 percent) can only sometimes connect engagement back to business impact; 10 percent said they can measure against business goals, but only using time-consuming manual processes that only take certain channels into account.

CMO jobs are at risk if customer experience strategies don’t succeed and, in particular, if customer engagement doesn’t satisfy digitally demanding consumers, according to a new CMO Council report. The report, The State of Engagement: Bridging the Customer Journey Across Every Last Mile,  examines the hurdles that all marketers are facing, from operational functions up to the CMO, to deliver value across every last mile of engagement. According to the report, 75 per cent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Moreover, nearly half of marketing respondents believe it is possible their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

A huge majority of global marketing leaders (95%) believe digital media must become more reliable, according to a new survey from the CMO Council, which confirmed widespread industry dissatisfaction with digital media platforms. The study, entitled Engage at Every Stage: An Investigation of Video Activation, also revealed that ongoing news coverage about inaccurate, questionable and false digital media reporting have already caused 21% of marketers to cut back on their advertising spend.

According to 62% of marketers surveyed by the Chief Marketing Officer Council, reports about false and faulty metrics have caused them to pull back on spend. While 38% have started to question advertising rates, 24% have already reduced spend withFacebook and Google. In fact, negative headlines about Facebook and Google has had a knock-on effect on all media leading 70% of all marketers to question all marketing investments and 21% reviewing contracts.

The joint necessity and difficulty in relating customer experience initiatives to the company bottom line is causing many chief marketing officers to worry about their job security according to a new report by the CMO Council. “The State of Engagement: Bridging the Customer Journey Across Every Last Mile,” released on April 30, done in partnership with RedPoint Global, found that while 76 percent of marketers view revenue growth as the primary measure of success for their customer experience strategy, 80 percent are either unable or only sometimes able to connect their strategy to its impact on their business. This isn’t just an academic issue, either. According to the CMO Council’s findings, 52 percent of marketing executives say that they may lose their jobs if their customer experience strategies fail, and 48 percent say the same if their technology investments don’t deliver.

The imperative to compete on the basis of customer experience is heightening the job security risks of chief marketing officers who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers. According to a new study from the Chief Marketing Officer (CMO) Council, in partnership with RedPoint Global, chief marketers acknowledge that their jobs could be on the line should customer experience strategies fail. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

According to a new study from the Chief Marketing Officer (CMO) Council, in partnership with RedPoint Global, chief marketers acknowledge that their jobs could be on the line should customer experience (CX) strategies fail. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role. The new CMO Council report, titled The State of Engagement: Bridging the Customer Journey Across Every Last Mile, reveals that businesses will measure the success of CX initiatives on bottom-line improvements, like overall revenue growth and increases in individual sales.

Brand awareness is a more common objective for digital video advertising campaigns than lead generation or direct sales, finds a new study from The CMO Council and ViralGains. Indeed, video advertising’s main use in the customer journey is to promote high-level awareness of the brand, though a majority of marketers also say they use video as an acquisition tool to drive direct sales. The report is based on a survey of 233 senior marketing leaders (mostly in North America), among whom 70% are actively investing in digital video advertising and another 9% planning to start within the coming year. The following results are limited to those 79% who are currently investing in digital video advertising or plan to do so in the near future.

According to a new study from the Chief Marketing Officer (CMO) Council, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely and reliable reporting systems. News coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets.

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely and reliable reporting systems. According to a new study from the United States-based Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures has already caused 21% of marketers to pull back on advertising spend. More than 70% of brand leaders admit that negative news headlines have had an impact on budgets.

The report, "Engage at Every Stage: An Investigation of Video Activation," was conducted with ViralGains and found that 70% of brand leaders said that negative news headlines have impacted their budgets. Marketers also questioned viewability standards, with just 3% agreeing on the Media Rating Council's definition of 50% of content playing for two consecutive seconds with the sound off. Of those who agree with the standards, 30% said their approval is only because there isn't a better metric to embrace.

Only three percent of marketers believe the Media Ratings Council’s (MRC) viewability standards are reasonable, according to a new study, Engage at Every Stage, released by the CMO Council and ViralGains. The study found that by and large marketers feel that the MRC’s standard, which currently requires 50 percent of a video ad’s pixels to be on screen played with sound for two consecutive seconds, is not in the best interest of engagement and ROI. The CMO Council’s study also unveiled wider discomfort from marketers around metrics related to video advertising, despite the fact that 96 percent of those surveyed said they plan to increase their video budgets in 2018 and beyond.

A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year. According to the study, “results revealed that marketing leaders are still very uncertain about the results they are generating from digital video, and many don’t have the knowledge they need to succeed,” despite the fact that many have plans to increase their spend on video this year. Nearly half of all marketers surveyed expect to grow their digital video ad spend by up to 25% this year, the report stated.

Marketers remain uncertain about what impact their digital video campaigns are having, according to data from a recent report. A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year.

According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets. The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95 percent of marketing leaders surveyed believe digital media must deliver more reliability.

Marketers remain uncertain about what kind of impact their digital video campaigns are having, according to data from a recent report. A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, "the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions." The report surveyed 233 senior marketing leaders in the first quarter of this year.