2 out of 3 Marketers Lack Confidence in Media Marketing and Advertising Strategy

The media marketing and advertising landscape have become fragmented, unpredictable, and much broader with the rise of digital channels. The number of consumer choices increased personalization expectations, and the need for optimization based on real-time data insights makes campaign management and results desired today. become difficult.

New research from the CMO Council, “Optimizing Results in Marketing Communications,” in collaboration with NCSolutions, shows that 2 in 3 marketers are not very confident in their current advertising and marketing strategies. their presence to effectively deliver key results such as customer acquisition and retention, increased brand loyalty and improved CX, among others.

Key findings from a survey of over 160 marketing executives revealed:

• 80% of marketers say media marketing and advertising are extremely important (37%) or very (43%) for winning customers
• 52% of marketers say media marketing and advertising are extremely important (16%) or very (36%) for customer retention
• 85% of marketers say it is extremely important to receive reports of increased sales when choosing to advertise with a publisher/retail network (34%) or very (51%) and 82% say that’s extremely (35%) or very (47%)%) important to understand if the campaign is generating increased sales at other retailers and online stores
• 83% of marketers say optimizing media and audiences for ongoing campaigns is extremely important (40%) or very important (43%)

“Today’s CMO must be incredibly agile in order to successfully navigate a fragmented and unpredictable media landscape,”

“They have to be able to learn quickly and pivot fast when things aren’t going to plan. They need to make smart decisions based on data, not only gut hunches.”

Donovan Neale-May, executive director of the CMO Council.

“In our survey of marketing leaders, we learned they resoundingly do not feel confident in their ability to drive direct outcomes through their marketing and advertising efforts,”

“A vibrant partner ecosystem already offers help for many of these obstacles. Brands can seek partners to run more efficient campaigns with targeting and optimization solutions.”

Deirdre McFarland, SVP of Marketing, NCSolutions.

“Optimizing Marketing Communications Results” looks at the impact of marketing communications and advertising, where marketers can improve their capabilities, what they should plan for in the next 12 months, challenges to overcome, etc.