CMOs are partner-swapping as their confidence in digital is tested
Friday, August 7, 2015
Senior marketers across the world are asking more questions of their existing agency partners, whilst recruiting new ones with the skills necessary to help them exploit the digital future. This is the key theme of a new strategic report resulting from joint research by Ebiquity and The CMO Council.
CMOs across North America, Europe and Asia Pacific were asked what challenges they face, and how they are tackling them. ‘The Path Ahead: Marketing’s Outlook into the Digital Future’ is published today, and incorporates other CMO Council research alongside perspectives from across the industry.
In it CMOs present a positive outlook for the global marketing economy but conversely suggest questions are starting to hang over relationships with their agencies. This story is being played out elsewhere in the press, on the conference circuit, and ultimately in the high volume of billings currently under review.
While marketers’ investment in digital continues to grow, they express here a degree of skepticism about the promises made by digital media. Concerns over viewability, fraud and trading desks are expressed.
CMOs confirm how innovations in digital are affecting consumer behavior, further complicating the path to purchase that they strive to influence. The biggest challenges of today’s CMO are managing and exploiting ‘big’ consumer data to deliver automated and personalized marketing. They highlight this as a skills gap in their organizations that they are seeking to fill with external partners.