Hasta La Creative!

CMOs are increasingly concerned that tight budgets and the lack of a clear digital strategy across the enterprise are hurting their company’s ability to compete in the digital age. They are being squeezed by the need to support major corporate objectives — profitable growth and operational efficiency — while maintaining a loyal customer base and increasing sales amidst stiffer competition and higher customer expectations.

Despite huge investments in the tools, technologies and resources to better connect with customers, four in 10 of the executives surveyed — over 400 senior marketers in 10 countries — say that they are still not prepared to meet their marketing objectives. Considering that 65 percent of the CMOs reported that consumers’ expectations for relevant, targeted experiences are having the greatest long-term impact on marketing strategy, the road to success will depend on the ability to drive digital technology beyond marketing and into the enterprise as a whole.

Based on the survey’s key findings, there are four broad steps that marketers need to take if they hope to meet customer demands and grow market share. ?

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