NEWS21 October 2014
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
US — New research suggests chief marketing officers (CMOs) are under greater pressure to deliver measurable ROI in digital and mobile than five years ago, but are finding it difficult to do so.
93% of 91 CMOs surveyed as part of the CMO Digital Benchmark Study said that they “felt the burden of linking their marketing efforts to financial results”. According to the report, a combination of internal silos, a resistance to change and limited expertise meant that their businesses lacked the ability to successfully make this link.
The survey also revealed that CMOs felt their websites, data tracking/analytics and mobile were the most important capabilities at their disposal, but that these were frequently among the least-developed.
“There’s a siloed nature of corporations in general, and it gets heightened when you work beyond the typical functions you’ve done in the past,” said Fred Ehle, managing partner of consultancy BrandApart, which worked on the study with Leapfrog Marketing Institute.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
Resources Group
Associate Research Director – Award Winning Insight Consultancy!
£45,000–£55,000 + strong benefits
Resources Group
Senior Research Manager – Government & Social clients
£40–50,000 + great benefits
Resources Group
Account Executive – Online Insights Platform
£27–35,000 plus strong bonus
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research is the leading provider of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include . . .
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments