Two-thirds of CMOs report that they’re not ready to cope with social media, and 82% say they feel unprepared to deal with Big Data, according to a recent report from IBM's Institute for Business Value.
The study, based on interviews with 524 chief marketing officers around the world, also found that most respondents have not implemented various complex digital strategies: For example, just 20% say they are collaborating with customers on social media to a large extent, and only 13% are heavily using advanced analytics to capture customer insight across all touchpoints.
However, not all marketers are having the same struggles with digital. In the course of its research, IBM found that the CMOs surveyed fall into three broad categories: 37% are "Traditionalists," who feel overwhelmed by the new technologies; 33% are "Social Strategists," who have mastered core digital strategies but not more complex ones; and 30% are "Digital Pacesetters," who are using (or are prepared to use) advanced strategies.
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