In Search of Marketing Excellence: Ten Differences Between High-Performing...
Marketing excellence—marketing leaders strive to attain it and marketing professors try to dissect it. For the first time, The CMO Survey-August 2012 asked top marketers “How would you rate your...
View ArticleMeasuring Social Media ROI: Companies Emphasize Voice Metrics
The influential economist Albert O. Hirschman argues that customers can have a disciplining effect on companies and markets through their exit and voice behaviors. Instead of simply “quitting” a...
View ArticleChief Marketing Officer Optimism at Four-Year High; Proving the Value of...
New results from The CMO Survey offer encouraging predictions about the future of markets and document ongoing challenges to marketing excellence and leadership. The 410 top marketers surveyed in...
View ArticleBig Data’s Big Puzzle
Companies are spending big dollars on big data. Approximately 5.5% of marketing budgets currently are spent on marketing analytics and this is expected to increase to 8.7% in the next three years as...
View ArticleDoes Pressure to Prove the Value of Marketing Help or Hurt Company Performance?
Two-thirds of all top marketers feel pressure from their CEO or Board to prove the value of marketing according to August 2013 results from The CMO Survey. Of those, 60% describe that pressure as...
View ArticleWho Has the Biggest Marketing Budgets?
Marketing budgets are rebounding. They are expected to increase 6.7% in the next twelve months according to the February 2014 edition of The CMO Survey. This is a sizable increase over projected...
View ArticleTweet this: Social media important to company performance but difficult to prove
New results from The CMO Survey point to this disconnect. Social media spending is currently 9.4% of marketing budgets and is expected to increase 128% to 21.4% in the next five years (see Figure 1)....
View ArticleMeasuring the Impact of Social Media on Your Business
This post was co-authored with Becky Ross and Shannon Gorman, both MBA students at the Fuqua School of Business, Duke University. Spending on social media continues to soar, but measuring its impact...
View ArticleThe Social Media Spend-Impact Disconnect
Social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. This share was only 5.6 percent in 2009. What is striking, however, is that only 3.4...
View ArticleBulls, Bears, and CMOs: Predicting the Future of Markets
From reading the press, I think it’s fair to say that we look to members of the financial sector to tell us where the economy is going. These soothsayers read the tea leaves using metrics like interest...
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