Chief Marketing Officers (CMOs) at over 200 top U.S. companies are most concerned about "the ability to create sustainable and engaging customer relationships while improving the customer experience," according to a new Korn Ferry Marketing Pulse Survey. That could be a major reason that 80 percent of these senior marketing executives are increasing their spending on content marketing.
While customer engagement is the leading concern, CMOs also cite "connecting marketing to bottom line results" and "staying ahead and taking advantage of the latest digital technology trends" as issues that are important to them. In fact, 57% of CMOs say "the inability to directly connect marketing efforts to tangible business outcomes" is the primary reason for high turnover in the CMO position.
Something CMOs plan to do a lot more of is measuring results. A large majority (79 percent) of respondents indicate they plan to increase the use of predictive analytics and Big Data tools.
According to the survey, the top five most popular marketing channels for customer engagement as ranked by CMOs are: Facebook, online advertising, Twitter, events, and customer service.
Take a lesson from the country's leading marketers: customers come first!