In this new world of work, where being connected and resilient are of paramount importance, 82% of our global survey respondents and virtually all of those interviewed indicated that an individual in the digital world would need a certain level of digital savviness to be an effective leader.
“A dizzying array of new marketing vehicles have popped up in recent years. Traditional media such as magazines and events are very important in communicating to a community, but new media allows innovative ways to extend and enhance the message.”
Chief Marketing Officers (CMOs) have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking, and resist the urge to squander their budgets on trivial advertising or paid media. To compete, they must build teams of practitioners that are able to create content, not merely outsource work to agencies and contractors.
When marketing executives were asked about the challenges they face with content creation, 60% mentioned it was difficult to keep up with demand. Meanwhile, another 50% mentioned they found it tough to leverage their data to create more emotionally-engaging content.
When it comes to brand building and demand generation, a majority of B2B marketers agree: “Nothing works well all the time.” Not one of the 17 approaches we asked marketers to grade earned a “very effective” rating from a majority of respondents. Only two were rated as highly effective by even 47% of respondents.