A new year, a new study of CMOs

This is the second year that we have surveyed CMOs to understand their priorities for the coming year, their opinions about the most effective ways of marketing and other issues they are facing.

The purpose of the study is to understand how marketing needs to change to meet the needs of corporations today.

The data is still being cleaned, so I don’t have any numbers to report yet.

One area that I will pay particular attention to is the integration of marketing.  Integrated Marketing Communications, or IMC, has been the holy grail for a number of years.  It is difficult to achieve in part because it involves organizational structures and in part because digital technology and media are continuing to evolve.   It is like trying to hit a moving target.  Just when you think everything is integrated, something like social media comes along to shift the patterns.

Here is data from last year showing the challenges presented by internal silos at corporations.  78% of marketing decision makers agreed that “Internal silos are the biggest barrier to integrating marketing with customer experiences.”  71% agree that “Managing our brand across multiple platforms is a big challenge for my organization.”

It will be interesting to see if there has been any improvement on those measures.  Organizational barriers to integration usually do not change very quickly.  But last year may be very different.   Many companies went through reorganizations last year in response to the economic distress.

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