Hear From 1700 Chief Marketing Officers
This month the research department of IBM launched an amazing report, with the title “From Stretched to Strengthened”, presenting their results of interviews with more than 1.700 marketing managers of leading (profit andn non-profit) companies from 64 countries.
It is the first time that such a huge research among CMO’s has taken place, asking them on their views and opinions on the rapid changing and evolving markets, consumers and new methods of research.
Today’s customers can shop around the globe, find out more than ever before about the organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. The expectations of consumers, citizens and business customers are soaring. And they can make or break brands overnight.
After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, IBM discovered that CMOs are feeling stretched, but also experience great excitement about the future of marketing. These conversations and their in-depth analysis of study findings underscore the need to respond to three new realities:
• The empowered customer is now in control of the business relationship
• Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
• The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills
A quick conclusion of the report is that CMO’s from across the world are struggeling with the internet era and in particular with these kind of questions; “How are we going to deliver value to a consumer that has never been more powerful? How are we going to build sustainable relationships? How will we consolidate these values? And how will we measure them?” Social Media remeans an ongoing issue for most of them and the shift from Push to Pull in marketing is an continues battle between consumer and marketeer.
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