IBM interviewed more than 1,700 of the world’s most prominent Chief Marketing Officers – face to face – to find out what keeps them up at night. IBM sat down with each of these executives – who control many billions in marketing spend and who are ultimately responsible for everything from your favorite Super Bowl commercial to the hottest deals this holiday season. They painted a picture of a marketing landscape in the midst of major changes. At the same time that the average CMO is trying to figure out how the tsunami of social media – blogs, Twitter – is impacting the company brand, he or she is being asked by the boss – the CEO – to demonstrate the return on investment of marketing activities.
|11 Oct 2011||IBM STUDY: Digital Era Transforming CMO’s Agenda, Revealing Gap In Readiness|
CMO's Digital Challenge
Date added: 11 Oct 2011
A new IBM study of more than 1,700 chief marketing officers reveals that most CMOs feel underprepared to manage the impact of key changes in the marketing arena. While 82 percent say they plan to increase their use of social media over the next three to five years, only 26 percent are currently tracking blogs to shape their marketing strategies.
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