CMOs think “company growth strategy” could become their responsibility in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 17, 2020, 10:13 AM UTC

Predictive analytics using AI can broadly impact marketing campaigns.

This piece cites a Chief Outsiders study which revealed that 88% of CMO consultants believe that it would be difficult to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debts. Over 50 C-level marketing consultants who work as fractional and part-time CMOs were polled.

“Technical acumen” follows resource constraints and organisational inertia as major challenges in deploying digital marketing strategies. 72% of respondents note they’re seeing a trend in collaboration between marketing departments and other units like R&D, sales, IT and customer service.

Growth of digital ad spend is expected by 80% of CMOs in 2020. Organic search ranked first, followed by content marketing and email marketing as spending priorities. Capabilities supporting marketing strategies will create stronger customer experiences and better market research.

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