MAR
17
“How the heck can we…”
eMarketer,
March 17, 2009 —
There are a lot of tough jobs in the current downturn, but high on the list must be chief marketing officer (CMO). A CMO’s job is to keep products moving—even in an economy where practically nothing is moving.
To find out how top marketing officers around the country are dealing with adverse economic conditions, Duke University’s Fuqua School of Business and the American Marketing Association (AMA) conducted the “CMO Survey” in February, a poll of nearly 600 US marketing executives.
Related Factoids
63% of US CMOs believed traditional brand positioning and advertising were losing their effectiveness. In fact, many felt traditional advertising was “broken.”
87% of US CMOs believed branding initiatives needed to be more flexible
CMOs anticipate a more than 7% decrease in traditional advertising and increases of about 10% in both Internet marketing and new product introductions.
Looking ahead to this year’s marketing priorities, the CMOs ranked greater marketing accountability as most important, followed by finding a better way to manage brands across multiple platforms
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