The CMO Survey results speak for itself:
The trend has changed. Organisations are rapidly moving away from spending large amounts of money on traditional advertising, such as Billboards, as return on investment for traditional advertising is not measurable. The shift has resulted in organisations spending most of their marketing budget on Digital Marketing. Companies will spend 13% more on digital marketing compared to an 8.9% increase in overall marketing spend in the next year. These statements are backed up by the CMO Survey.
The CMO Survey states that the performance of organisations are lagging as businesses focus more on creating a Digital Marketing Strategy rather than building a digital marketing organisation.
A Digital Marketing Organisation uses digital marketing activities as the core strategy in their organisations functions, which results in digital marketing changing the way in which companies operate.
A more sophisticated analysis is necessary to determine the effects of digital marketing spending versus digital marketing organization on a firms performance. The phone company Apple was the overall winner in the 2017 Awards. Their innovative implementation of creating a workspace incorporating digital marketing strategies made them the biggest achiever. Building a digital marketing organisation will not only create a strong digital marketing performance, but it will also create a competitive advantage that businesses can use to isolate themselves from their competitors.
Apple, who was the overall winner in the 2017 survey implemented three basic elements in their organisation, which led them to creating a hugely successful digital marketing organisation. Empathy, Focus and Imput was the three main elements to their success. Empathy created employees that truly understood the customer’s needs and wants, focus created an employee that removed unimportant tasks from his daily routine, only focusing on what really matters. While the last element: imput, focused on the employee delivering their marketing speech to the customer in a professional and creative manner.
Published: 31 August 2017