CMOs Biggest Challenge
The biggest challenge for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online. That’s not just me saying that, a recent CMO survey by Accenture reported that. They surveyed over 400 senior marketing officers in 10 countries and found that 7 in 10 CMOs expect the marketing function to change fundamentally in the next 5 years.
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Nobody likes to think of something going wrong in the marketing department. The wrong ad ran. Product data or legal terms are out of date. Mistakes are broadcast and in-bound call-centers, dealers and online customer service feels the heat. Upset dealers and injury to the brand are the result.
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Consumer behavior has changed tremendously in the last 10 to 15 years because of the internet. This has happened on two levels. First: Internet only sales. This is what most people think about. This number has grown, but isn’t the driving force that many thought it would be. Most sales are still made at retail. The second is Internet Influenced Sales. This is the surprising number and one that belies the real power of the web.