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Only 23% of CMOs spend majority of their time on ROI and efficiency of marketing

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By Ishbel Macleod, PR and social media consultant

March 12, 2014 | 2 min read

Although half of marketers believe that proving the ROI and efficiency of marketing is most important job of a CMO in today’s multichannel environment, less than a quarter (23 per cent) think this is what CMOs actually spend most of their time on, research from Rakuten Marketing has found.

Less than a fifth (16 per cent) of respondents believe that chief marketing officers have time to prioritise defining top line marketing strategy, as 20 per cent of CMOs spend their days managing multiple suppliers and vendors.

Other key demands on CMO’s time included managing brand consistency across channels (20 per cent) and managing squeezed budgets (18 per cent).

Despite 85 per cent of today’s marketers see multichannel marketing as “very valuable”, the research found that only 22 per cent utilise cross-reference reporting and ROI across all of the channels they use.

Mark Haviland, MD of Rakuten Marketing Europe, commented: “There’s no question that marketers are tested by the multichannel marketing environment, as well as the constant pressure to deliver results and ROI. The problem of attribution is a complex one and changing consumer behaviours mean that understanding the customer journey is increasingly difficult.

“Brands need to work with ad tech companies to simplify their lives and get a view of marketing spend across all channels at the same time. This way marketers can better see where their budget is going and make any necessary changes to ensure maximum ROI.”

Just 12 per cent of marketers surveyed felt that they had the time and expertise needed to implement technology which provides consistent multichannel marketing.

Content created with:

Rakuten Marketing

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