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Marketers Struggling with Digital Strategies, CMO Council Says

30 May, 2012 By: Jackie Jones

PALO ALTO, Calif. – While most senior marketers report that digital marketing has become a key topic of conversation with C-level executives and business leaders, many companies are still struggling to move toward more integrated, fully deployed platforms supporting multiple marketing applications, according to a new survey by the CMO Council.

Just 9 percent of more than 200 marketers nationwide say they have a highly evolved digital marketing model with a proven and clear path of evolution, according to CMO Council’s “Integrate to Accelerate Digital Marketing Effectiveness” study. This compares to 36 percent who report a random embrace of marketing point solution that not well integrated or unified, CMO Council added.

“Clearly, there are lots of pins without the right pincushion to ensure digital marketing initiatives have the right underlying strategy, architecture and technology infrastructure to meet management expectations,” said Donovan Neale-May, executive director of the CMO Council. “One of these is the promise of greater productivity, visibility and accountability in marketing, which 49 percent of marketers noted was a key driver of management interest.”

Most corporate management teams are fully supportive of digital marketing investments, with 20 percent of marketers saying they have a mandate and budget to execute, 42 percent saying they have a strong interest and active support at a line of business level, and 18 percent saying it is an agenda item they have to address with their higher-ups, the CMO Council reported. However, approximately 23 percent of survey participants report their management is still trying to understand where digital marketing fits within their overall business plan, the study added.

“Marketers have more advanced technologies, data and analytical tools at their disposal than at any other point. However, the capabilities and skills required to embrace this new digital dynamism in order to provide insight and sustainable business benefits are in short supply,” said Jacques van Nieker, CEO of Acceleration, which sponsored the CMO Council study. “With sophisticated marketing endeavors, there is no silver bullet, as we shit focus from the tactics of search, display, social and mobile to the strategic value of customer data integration and ownership, the winners will be those who best architect and orchestrate their marketing resources around their technologies and customer data.”

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