The Future of Marketing: A CMO’s Perspective [Infographic]
OF MARKETING A CMO's Perspective: THE FUTURE CMOS Say in the Next 5 Years. 42% 37% Analytics skills will be a core competence of marketing. Digital budgets will account for over 75% of the marketing budget. 35% 34% Marketing will become more of an on- demand, information provision function. Mobile will account for over 50% of the marketing budget. 34% Marketing, Sales and Customer Service will be merged into a single function. 32% We will not know what a marketing campaign will look like in advance; campaígns will unfold in real-time. 27% Earned media will be more important and receive more support than paid and owned media. 26% Marketing and IT will be merged into a single function. 21% CMOS will be the most important relationship for CEOS, surpassing the CFO and other C-suite executives. 21% We will be known as a digital company. What is More Effective Today? How Effective are the How Effective are the Following Channels? Following Channels? 2012 2014 44% Email Email 58% 48% Social Media Social Media 56% 53% Branded Content 60% Branded Content What are Top Performers Doing? 86% 80% Data & Analytics 84% Customer Experience High-growth companies use what they learn from data and analytics to improve the impact of their marketing: High-growth companies provide a consistent digital experience across all channels: Digital Strategy 86% for high-growth vs. 65% for Tow-growth High-growth companies recognize that digital channels have strategic importance: 80% for high-growth vs. 59% for Tow-growth 84% for high-growth vs. 67% for low-growth Source: Accenture Interactive - CMOS: Time for Digital Transformation CICerón We Build Brand Advocacy.
The Future of Marketing: A CMO’s Perspective [Infographic]
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