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CMOs Expect Big Returns From Digital Marketing

May 31, 2012

Though online marketing is still a work in progress for many organizations, most corporate management teams are fully supportive of digital investments, driven by the benefits of improved marketing ROI, stronger customer analytics, and richer online engagement, according to a new report by the Chief Marketing Officer (CMO) Council.

Below, additional findings from the 2012 CMO Council Survey.

Online marketing is still a work in progress

Among senior-level marketers surveyed, only 9% say they've reached a highly evolved and proven digital marketing strategy, whereas a plurality (36%) admit their efforts are a random web of loosely connected and poorly integrated point solutions.

Some 35% of senior-level marketers say they have a strategy in place and are currently testing and rolling out solutions, and 13% are gaining momentum via cloud-based platforms and applications.

Management supports digital marketing, with benefits

Most corporate management teams are supportive of digital marketing efforts.

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  • by Richard Fouts - Gartner Thu May 31, 2012 via iphone

    I'm observing more budget and responsibility at regional levels and in the BUs. CMOs realize business takes place at local levels; digital startups are taking advantage of this (essentially doing end runs around corporate marketing and avoiding competing with agencies-of-record).

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