The Evolving Marketer- NewBase

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The Evolving Marketer


Five the key themes firmly set on the CMO agenda: revenue generation, customer experience, data, content and processes.

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•    Only four in ten CMOs are going to increase advertising spend but three quarters (72%) are growing budget in content marketing
•    80% of senior global marketers are going to spend more on data but only a quarter claim to be making full use of the data they have access to
•    Only three percent of global CMOs think they currently have the perfect internal skill set in place and just a third are not looking to bring more services back in house




Mike Jeanes, our Global Head of Insight, comments, “Over the past few years the CMO’s remit has escalated significantly from a largely promotions and creative role to becoming the centralised lift-shaft of the business, servicing every level and function of the organisation, and providing the data-driven connection between the brand and the consumer. The role of the CMO is varied and complex. They are increasingly challenged to drive business growth and adjust their resources to keep up with industry change and consumer demands.”