Marketing budgets are expected to grow 8.7% in the next year, according to the latest CMO Survey, conducted biannually by Duke University’s Fuqua School of Business and sponsored by Deloitte and the American Marketing Association. Among other findings, marketers rate their companies’ CX activities “poor” and tend to focus on managing the present rather than preparing for the future. On a positive note, the survey finds that marketing leaders believe new technologies have strengthened the importance of marketing within their organizations.
Though many CMOs have more responsibility than ever, they often struggle to fully engage with their C-suite peers. New Deloitte research points to a crisis of confidence among top marketers, with only 5% of surveyed CMOs assessing themselves as high performers. Three strategies can help CMOs embrace their potential and increase their influence.
香蕉视频苹果下载Only a minority of organizations are truly insight-driven and able to take advantage of the wealth of opportunities that big data, analytics, and AI provide. Deloitte research shows that a company’s culture can be a critical factor. CMOs and other C-suite leaders can adopt several strategies to foster an environment that is conducive to data-driven decision-making.
Digital reality technologies such as virtual, augmented, and mixed reality were long considered experimental and not fully ready for prime time, but today, organizations including the United States Golf Association are putting these tools to work for purposes involving visualization, training, collaboration, and entertainment.
香蕉视频苹果下载Even seemingly well-crafted strategies can lead to disappointing results. Understanding three common points of tension in strategy development and execution can help CMOs and other business leaders bring to fruition plans that meet, or even exceed, expectations.
香蕉视频苹果下载Knowing what a brand stands for can help executives determine if the company should assert a viewpoint on business, social, and political issues. Jim Stengel, CEO of The Jim Stengel Company, explains why purpose is essential for modern marketing.
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