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Category : IBM

  • The countless challenges of a Chief Marketing Officer
    by Lisa Derycke on October 25, 2011in the categories Social WebNo Comments

    Being a marketing officer nowadays, is not the easiest job in the world. According to an IBM-study among 1.734 CMO’s, most of them feel unprepared when it comes to social media (68%), as well as handling data (71%). Investing in new tools and technologies to manage those data, is a must. However, one of the hardest parts is to come up with numbers that represent the ROI in marketing. To respond to those challenges, marketing officers should focus on relationships, not just transactions. Although it shows in the graph written below, it is not that simple.

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  • CMO’s seek a clearer customer picture
    by Matthijs van den Broek on October 5, 2011in the categories Branding, Conversations, Mobile1 Comment

    More than half (52%) of 321 interviewed CMO’s in the US and UK at companies with more than $250 million in annual revenue, see customer retention as their top current priority, followed by customer acquisition (38%), and customer profitability (29%).Less emphasis is being placed on branding—the traditional realm of the CMO—and more on customer acquisition, conversion, and retention. In a report (16 pages) done by Forbes “Bringing 20/20 Foresight to Marketing” (download for free after registration) we are able to get clear picture of what is on the marketer’s minds these days, in an ever evolving landscape of new marketing possibilities. The executives represent companies in industries that traditionally are heavy users of Internet marketing—retail, travel/hospitality, financial services/banking, and technology/media/telecom.

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