While social media spending as a percentage of marketing budgets is expected to more than double over the next years, companies still have a lot of work to do in cracking the code to resolve the "integration gap” issue. This was one of the key findings of the lates
t edition of The CMO Survey, which collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
In this exclusive interview, Christine Moorman, Director of The CMO Survey and the T. Austin Finch Senior Professor of Business Administration at The Fuqua School of Business, Duke University, shared her perspectives on CMO insights culled from the most recent survey results.
Key Takeaways:
CMO optimism continues to grow, up more than 4 percent from last fall
As the economic recovery continues, CMOs appear to be more willing to engage in riskier strategies
CMOs indicate for the second straight year that their firms continue to struggle with how to effectively integrate social media with the overall marketing strategy
There is a “utilization gap” when it comes to marketing analytics. When analytics were available or requested, CMOs reported using them in only 30 percent of the projects they were working on.
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