A new study by the Marketing Council in partnership with NCSolutions reveals weaknesses in sales promotion and other outcomes through advertising.
SAN JOSE, Calif., Jan. 11, 2023 (GLOBE NEWSWIRE) -- With the advent of digital channels, the display advertising and marketing landscape has become more fragmented, unpredictable and expansive. Consumer choice, increased expectations for personalization, and the need for optimization based on real-time data analytics make it difficult to manage campaigns and achieve desired results today.
A new study, "Optimize Results in Media Marketing," conducted by the CMO Council in partnership with NCSolutions , found that 2 out of 3 marketing executives are not very confident about achieving results with their current media marketing and advertising strategies. , growing brands increase loyalty, CX and more.
Download Optimizing Outcomes in Media Marketing at https://www.cmocouncil.org/thought-leadership/reports/optimizing-outcomes-in-media-marketing.
A survey of more than 160 marketing executives led to the following conclusions:
80% of marketers say media marketing and advertising are extremely important (37%) or very important (43%) to attracting customers.
52% of marketers say media marketing and advertising are extremely important (16%) or very important (36%) to customer retention.
85% of marketers say it is extremely (34%) or very (51%) important to report incremental sales when advertising on a publisher/dealer's media network, and 82% say it is extremely (35% ) or a lot (47%). ) %) ) %) It is important to understand if your campaign is helping to increase sales in other retail stores and online.
83% of marketers say media and audience optimization for ad campaigns is extremely important (40%) or very important (43%).
"Today's CMO must be incredibly flexible to navigate a fragmented and unpredictable media landscape," said Donovan Neal-May, CEO of the Marketing Council. “They need to be able to learn quickly and change quickly when things don't go according to plan. They need to make informed decisions based on data, not just guesswork.”
"In our survey of marketing leaders, we learned that they are less confident in their ability to directly drive results through their marketing and advertising efforts," said Deirdre McFarland, senior vice president of marketing at NCSolutions. “A vibrant partner ecosystem already supports many of these barriers. Brands can rely on partners to deliver more effective campaigns with targeting and optimization solutions.”
Optimizing Results in Media Marketing examines the impact of media marketing and advertising, where marketers can improve their skills, what to plan for the next 12 months, what challenges to overcome, and more.
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The report is based on a survey of more than 160 North American marketing leaders, primarily in the retail and consumer goods industries. We also conducted in-depth interviews with executives from companies like Blue Buffalo, Red Wing Shoe, and Cuisinart.
Learn about CNC solutions
NCSsolutions has been helping consumer brands, publishers and retailers improve their advertising performance for over a decade. To improve advertising performance across all media, the NCS team has developed new ways to target, optimize, measure and deliver sales-driven results. We're changing the way consumer brands, publishers and broadcasters view advertising potential. Continuous innovation is the key to our customers' growth, driving NCS' development. For more information, visit www.ncsolutions.com
About the Marketing Board
The Council of Chief Marketing Officers (CMOs) is the only global executive network specifically dedicated to sharing high-level knowledge, thought leadership and building personal relationships among senior corporate marketing leaders and brand decision makers across a broad range of global industries. The Marketing Council's more than 16,000 members oversee nearly $1 trillion in collective annual marketing spend and manage complex sales and marketing operations distributed around the world. Collectively, the Marketing Council and its strategic constituencies include more than 65,000 global leaders in more than 110 countries spanning industries, categories and markets. For more information, visit www.cmocouncil.org.
Press contacts:
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