Most of the world's top marketing executives understand the dramatic shifts occurring in the way they engage with customers, but still struggle to manage the change, according to a new survey from IBM: 79% of CMOs expect a high or very high level of marketing complexity over the next five years, but only 48% say they feel prepared to cope with it.
Below, additional findings from The 2011 IBM Global Chief Marketing Officer Study, which polled 1734 senior marketing executives worldwide on the challenges they face in meeting the increasing complexities of marketing today.
Data explosion (71%)—the increasing volume, variety, and velocity of data available from new digital sources such as social networks—is now the top challenge among the CMOs surveyed, followed by social media marketing (68%) and the growth of channels and device choices (65%).
Meanwhile, over one-half of CMOs say (56%) say they are unprepared to meet ROI accountability demands, while 54% are concerned with global outsourcing pressures.
Sources Influencing Strategic Decisions