CMOs not ready for new world of marketing
The majority of the world's top marketing executives recognize the shift in marketing norms but are not well-prepared to deal with it, a new study reveals.
Even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers in regards to return on marketing investment, according to IBM's study, which surveyed more than 1,700 chief marketing officers from 64 countries and 19 industries.
Despite a wealth of tools available to track social media and public relations, the IBM study found that only 26 percent of CMOs are tracking blogs, 42 percent are … Read more