Hasta La Creative!

Despite all the industry’s chatter about mobile and digital and its obsession with data, chief marketing officers are blocked by internal hurdles in reaching digital and data-focused marketing goals.

A new study by Leapfrog Marketing Institute finds that although marketers have zeroed in on digital and mobile since 2009, when its first study was conducted, many companies are still not yet able to execute mobile e-commerce. And while marketing budgets have stabilized or grown since the recession, CMOs in the survey almost universally said that they are under more pressure to deliver measurable ROI with those budgets. Some 93% of respondents citied this as true.

CMOs in the study cited three barriers hindering their data, digital and mobile marketing efforts: internal silos at their companies; resistance to change within their companies; and limited expertise with emerging technologies and solutions. The takeaway is that while CMOs are feeling pressure to tie marketing efforts to financial results in a way they haven’t before, their organizations lack the ability to deliver those results.

Continue reading at AdAge.com