CMOs are drowning in data and distracted from consumer behaviour

Ones and zeros representing data.

A third of CMOs (33%) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour (17%), according to new research from integrated marketing data platform Adverity.

Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled 'Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?', the report surveyed 300 CMOs...

8 September 2022 | Big Data

Influencers have become heart of the brand-consumer relationship

A love heart painted on a wall.

impact.com, a partnership management platform, in partnership with WARC, an international marketing intelligence company, have published a report on the rapidly evolving brand-influencer dynamic, which shows the disparity and alignment of perceptions of marketers and influencers, and offers guidance on how better alignment can lead to more effective and valuable partnerships.

The report, Aligning Marketers and Influencers: Shifting Perspectives on Influencer Marketing Across the...

23 August 2022 | Best Practice

Two thirds of marketers increase in-store investment to lure consumers to high street

Busy square during the pandemic with people wearing PPE

67% of marketers are investing in more engaging in-store experiences to attract people back to the high street.

This is according to new data from In-Store Digital Engagement company M-Cube, which surveyed 250 retail and marketing leaders in the UK to discover whether the high street is playing catch up following the pandemic.

The findings revealed that the majority (27%) of retail leaders say consumers will return to the high street fully. Interestingly, 26% of...

18 August 2022 | CMO

B2B marketing’s need for speed

A car's speed dial.

Tom Cruise isn’t the only one who feels the need for speed. For years, B2C marketers have understood the power of the speed of the lead.

Now, B2B marketers are realising they can no longer reside in the slow lane. With competition for the ears and eyes of B2B buyers increasingly fierce, capitalising on the time when a lead is most receptive has never been more important.

With many enterprises weighed down by cumbersome, inefficient systems for managing lead data, the...

2 August 2022 | Best Practice

PepsiCo martech leader unveils game-changing marketing strategies

Cans of Pepsi.

In a special edition Thinking Caps podcast, Tim Glomb, VP of Content and Data at Cheetah Digital, sits down with Chris Muscutt, Head of MarTech at PepsiCo, to discuss the ins and outs of relationship marketing. They share their take on common buzzwords and the use of zero- and first-party data and technology to power effective strategies.

Chris Muscutt, Head of MarTech at PepsiCo, has had an interesting professional journey. In fact, his marketing career took off as an air traffic...

13 July 2022 | CMO

95% of businesses fear recession, with marketing budget cuts likely

A calculator and pen.

As central banks around the globe ramp up interest rates in a bid to curb inflation, many businesses fear an oncoming recession.

But as they look to protect themselves from the worst effects of a potential recession, it is clear that many have not learned from the past and will cut sales and marketing budgets.

Those are the headline findings from the latest International Business Barometer report from Sapio Research. Titled 'Wave 6: Preparing for a recession?', the...

6 July 2022 | CMO

Why 2022 is the year of ‘relationship marketing’

A 2021-2022 diary and pen.

The way to engage with consumers is through real-time, hyper-personalised experiences, a new eConsultancy report, in partnership with Cheetah Digital reveals. The report, ‘2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty’ indicates that consumers across the UK interact with a brand on multiple channels, oftentimes unpredictably.

Speaking with Paula Thomas on her weekly podcast “Let’s...

28 June 2022 | Best Practice

Two in five markets say emerging tech fails to live up to its hype

A sign lit up to spell 'hype'

Emerging technologies such as blockchain, AI, and IoT platforms are exciting for marketers, but many businesses are not getting the ROI they had hoped for.

That is according to a GetApp survey of 301 marketers, in which 65% say emerging martech inspires them to do their best work, but nearly half (49%) admit they have faced challenges with these much-hyped technologies, including integration issues, governance complications, and cost.

It can be risky to invest in...

14 June 2022 | Automation

A quarter of Brits plan to sign up to more subscription services

Netflix on a tablet.

24% of UK consumers plan to sign up for more subscription services, according to a survey conducted by Recurly, a subscription management and billing platform.

The study also revealed that consumers are more loyal (59%) and tend to spend more money (45%) with brands and businesses they subscribe to.

Conducted this year, the survey of more than 2,000 consumers highlights that most (93%) spend up to £150 per month on subscriptions, and are now more willing to spend their...

13 June 2022 | CMO

Almost half of CMOs feel data hinders creativity

A team planning with post-it notes.

42% of CMOs believe data is hindering creativity among marketing teams, according to a new report by Adverity, a data and analytics platform for marketing, sales and e-commerce teams.

The report, entitled 'Data, People, and Culture: The Evolving Role of the Modern CMO', surveyed 300 CMOs across the US, UK, and DACH region (Germany, Austria, and Switzerland) from small to midsize businesses, to better understand how the role of the CMO is changing amid the growing digitalization of...

25 May 2022 | Best Practice