The challenge of digital for CMOs and their agencies
This article from Brandweek paints an interesting picture of digital marketing challenges for CMOs, and opportunities for digital agencies to support them.
“On a more granular level, the respondents rated marketing ROI, Web behavioral analyses and CRM as the most important parts of their digital marketing mix. Not many marketers thought that they were good at those functions at this point. Only 18 percent said they were “very satisfied” with their ROI analysis, only 13 percent said the same of their CRM program and 19 percent were happy with their search engine optimization.”
The goal for digital agencies should be to help CMOs visualize their own opportunities and challenges and then provide usable techniques to help their brands participate positively in the digital social environments where their customers are spending their time….