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新的营销运作方式报告
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Marketing leadership can be approached from many different paths. A brand-centric organization will lead to an emphasis on big creative ideas.A marketing-led organization requires you to always keep an eye on strategic goals. If you're in a complex customer environment, you will have an unrivaled connection to the operational needs of marketing. Whatever your organization's needs, you're likely to have your own personal M.O. - modus operandi, a particular way of approaching marketing leadership. Of course, to succeed you will also have strength across the marketing mix but your back ground likely means you have a dominant area of experience and that other areas will, by definition, be weaker. Having a singular M.O.has worked in the past,when marketing's role within the organization ebbed and flowed depending on immediate needs and market trends. It's likely one of the reasons that the CMO has the shortest tenures in the C-suite as people take up new challenges. But today's marketing organization is different.Diversification in customer segments,products and competitive threats means that the modern CMO is constantly engaged in all elements of marketing: brand building,campaign management, customer loyalty,revenue growth.The list goes on. The CMO has never been an easy job but the challenges keep on mounting. Some enterprises are even reconsidering the position of marketing within the organization and replacing the CMO role with new customer focussed positions. To build a better picture of how the industry is tackling these strategic, business and operational challenges, we asked CMOs and marketing leaders around the world about their opinions, routines and plans for the future. Partnering with global research company Census wide, we spoke to a total of 681 senior marketers in seven key international markets:Australia, France, Germany, Ireland, Japan, United Kingdom, and the United States. The survey was conducted in January 2019, with responses from marketers in 13 different sectors,across organizations of all sizes. Each market was given equal weighting, and the figures in this report are the combined data from all countries, unless otherwise stated. lt's clear that the pace of change is a major source of confusion and additional complexity.83 percent of marketers at large enterprise organizations admit that the rise of new technologies and techniques means it's now much more difficult to stay on top of everything. Almost half(46 percent) say the number of data channels and sources has made it more difficult to plan for the long-term. 【更多详情,请下载:新的营销运作方式报告】
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