Monday, June 1, 2009

CMOs Identify Top Benefits and Challenges in Digital Marketing

The CMO Club and Omniture, Inc. announced the results of The Digital Marketing Survey. The annual survey, which gauges CMO perspectives on key digital marketing topics and provides benchmarks for usage of digital marketing technologies, provides insights about how CMOs are applying digital marketing, particularly in response to the challenging economic environment.

Key findings include:

--CMOs rank customer acquisition as #1 digital marketing benefit. Across industries, CMOs find digital marketing to be a critical tool in acquiring customers more cost-effectively. Additional benefits cited were more cost-effective conversion, improved credibility with C-level peers, and accurate measurement, varied widely by industry.

--CMOs said linking online initiatives to offline customer behavior is the top digital marketing challenge. 62% of CMOs say their most significant digital challenge is measuring how online marketing programs impact the offline behavior of their customers. Nearly 50% stated that staying abreast of the rapid changes in digital media and digital tools also presented a major challenge.

--CMOs still view email, search, and site optimization as the most effective digital tools, despite the explosion in social media. Nearly 70% of CMOs consider email, search engine optimization, and site optimization to be their most effective digital media, while CMO success with social media is mixed and varies by industry. Meanwhile, only 25% of CMOs are investing in mobile ads.

--CMOs indentified peer groups as their preferred source for digital marketing insight. Nearly 79% of CMOs consider peer groups as their most likely source for digital marketing insight in 2009. Resources that provide true thought leadership in best practices and case studies are also preferred sources for CMOs.

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