Loyalty That Lasts
Today’s consumer is seeking a deep, emotional bond with the brands they do business with, and yet new research reveals that organizations see dollar-signs – not people – when thinking of their customers. While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their... More
Whats Critical in the Telecommunications Vertical
This installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, provides key insights into the factors driving loyalty and defection in the telecommunications industry based on data gathered from 1,660-plus global consumers and 147 senior marketers. Only 34 percent of 1,660 mobile subscribers surveyed around the globe in the second quarter of 2012 are lo... More
Losing Loyalty
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective... More
State of Marketing 2012
The outlook is distinctly positive for marketers as executives head into 2013 with renewed confidence in their roles and business performance. Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending ... More
Better Lead Yield in the Content Marketing Field
Vendor content frequently lacks value and trustworthiness in the eyes of BtoB buyers, who are increasingly turning to more trusted, peer-driven sources of content along their path to purchase, according to the CMO Council's Content ROI Center. This white paper includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine C... More
State of Marketing 2014
The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-point assessment taken by more than 525 senior-level marketers from around the globe. T... More