(Finance) – Understanding the concerns and trends of global marketing leaders in an increasingly competitive and constantly evolving environment: the global marketing and communication agency Team Lewis has released the results of its latest research that involved over 300 Chief Marketing Officer (CMO), divided into 8 thematic areas.
One of the main aspects that emerged from the analysis is the pressure perceived by the CMOs to generate immediate results. In fact, 42% of interviewees mention the growth of revenues as the greatest concern, while 22% struggle to demonstrate Roi in an increasingly competitive environment. On the other hand, 19% highlights budget limitations as a challenge to guarantee a constant flow of qualified lead leads.
The current environment competitive is pushing the CMOs to adopt more aggressive and innovative strategies. Artificial intelligence (IA) is increasingly integrated into the workflows of marketing, but its adoption still remains limited in many companies: 52% of the CMOs in fact began to integrate it only partially, while only 32% did it systematically.
The most common uses of the AI in marketing include the personalization of experiences, the optimization of ADS, the creation of content and the predictive analysis of data. The CMOs have clear ideas on the benefits of the AI: 82% of them say that the IA improves the efficiency of the team, 60% believe that optimizes the user’s experience, while 52% believe it offers that A competitive advantage.
However, the report also highlights the challenges related to the implementation of the AI, such as the insufficient preparation of marketing leaders or concerns regarding the safety and complexity of integration.
45% of CMOs Consider the experience of the fundamental customer, recognizing that better conversion rates and long -term loyalty. In addition, 40% already develop content strategies to involve customers and do nurturing throughout the purchase cycle, offering relevant and value content. Other key points highlighted to improve the Customer Experience are personalized interactions and consistency on all touch points.
The measurement and the KPI are fundamental pillars for 84% of the CMOs, which recognize that they monitor more metrics than ever, highlighting indicators such as the ROI of the marketing campaigns, the cost of customer acquisition or the lead generation. On the other hand, 22% consider measurement and analysis the most important skills for marketers.
Looking to the future, the CMOs consider the immediate measurement of Roi (17%), the rapid progress of the Technology (32%) and the saturation of content (31%) as the major pressure factors. As regards investments in favor of social and non -profit causes, 53% of the CMOs plan to confirm them, while only 28% propose an increase by 2025.