Despite Technology Focus, CMOs Still Aim to Engage Customers

customerCMOs are constantly analyzing the best way to prioritize their responsibilities. For most, customer engagement tops the list. The new Korn/​Ferry Marketing Pulse Survey suggests that CMOs will expand their use of predictive analytics this year but also contained some surprises about which marketing channels will be most popular.

CMOs may be tasked with learning new technologies and coming up with ways to justify the expenses they incur, but over half, 52%, still feel that engaging with customers is their top priority. In this category, CMOs are concerned with:

  • Creating sustainable relationships 30%
  • Improving customer experiences 22%
  • Taking advantage of digital 29%
  • Acquiring digitally-​savvy talent 11%

The typical CMO is also working with a broader range of professionals in the organization. While there’s always been a close link between marketing and sales, CMOs are also working with CIOs. The biggest reason for this new relationship is to improve customers engagement management (46%) and increase the use of big data (40%). With respect to predictive analytics, about half of CMOs say they hope to use the information to 'support intuitive hypotheses' as they develop various creative strategies.

CMOs are reconsidering which marketing channels they’ll emphasize this year. Look for a bigger focus on Facebook, Twitter, and events. Despite the growing interest in Facebook, 67% of the CMOs in this survey use Google for digital advertising while only 24% use Facebook. The formats which are not as popular for engaging customers include LinkedIn, print mailer,s and TV advertising.

Is your organization spending more on Facebook and Twitter this year in order to increase customer engagement? If so, are you seeing positive results from this effort?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.