IBM released the study “Redefining Markets”, conducted with 723 CMOs (Chief Marketing Officers) from 18 industries worldwide, including Brazil. The survey shows the main focus areas of these executives for 2016 and points out that the biggest challenge is the trend known as “uberization”, in which a company with a different business model from the traditional one becomes a competitor and becomes a major player in the market. market. The study is a part of the CxOs Study, carried out with leaders from different areas, such as finance, HR, marketing, as well as company presidents.
Two-thirds of global CMOs surveyed believe the biggest business challenge they face today is that of industrial convergence – disruptive technologies breaking down barriers that existed between previously distinct industries. As a result, the study finds that 63% of marketing leaders are prioritizing their investments so that customers have deeper and more relevant experiences.
As part of this study, IBM identified two distinct subgroups of CMOs: Pathfinders, coming from companies with high revenues and equally strong reputations; and the Market Followers, coming from not so financially successful businesses and with not so well established profiles. The differences between the two groups were as follows:
· CMOs Pathfinders feel that their progress in managing the data explosion has been far more efficient – 47% vs. Market Followers.
· Additionally, this group is more focused on mapping the consumer journey – 82% compared to 65% of Market Followers.
· Finally, the Pathfinders tend to experiment with more open and collaborative business models.
Executives interviewed identified the top four priorities for 2016:
Enrich the interaction: CMOs consider creating customer-driven experiences as their top priority. Three-quarters of surveyed leaders use experiential and event marketing more often than the Market Followers.
Embrace breaking old creative patterns: 67% of CMOs assess direction according to technological changes. Those in leading organizations are more susceptible to adopting what they call creative disruption, and build from that, the most open and collaborative business models to effectively drive innovation.
Introduce data-centric insights into every marketing decision: Despite the great advances in data analysis made by CMOs, 60% of them are set to bring more knowledge into marketing campaigns in the next 3-5 years.
Increase digital acumen: 79% of CMOs plan to hire employees with digital skills to improve their initiatives. Most of them look to resources outside their own businesses – three quarters (74%) of CMOs plan to partner with other companies to leverage their digital expertise or work with consulting firms.
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