CMOs see roles evolving and hope to 'own' the customer experience by 2020

Increasingly, CMOs are pushing forward with larger marketing budgets and there is increased optimism in overall for marketers according to a recent report conducted by the EIU on behalf of Marketo. The report outlines the responses of 500 CMOs and senior marketing executives, with 86 per cent of them stating that they expect to own the end-to-end customer experience by 2020. While nearly all of those surveyed said that they are planning to be ‘customer experience’ leaders, 43 per cent also claimed to be customer acquisition leaders and 41 per cent said they were revenue growth leaders as well.

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Those surveyed stated their expectation that customers would continue to interact with their brands using more channels with 63 per cent of respondents citing social media as the top channel through which they expected consumers to experience their marketing efforts in 2020. Additionally, 53 per cent look to the web and 47 per cent considered apps to offer strong customer experience.

Those marketers polled also anticipated newer technologies influencing the customer experience as they take hold. In fact, 59 per cent of marketers expected mobile devices and networks to have the biggest impact on their organization, with 45 per cent citing automation like personalization technologies and the Internet of Things (39 per cent) to have the biggest impact on their organization by 2020. Further, 87 per cent of respondents anticipated having significant influence over their company's business strategy by 2020 while 78 per cent said that they hope to have influence over technology decisions by 2020.

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