Post-ROI Marketing: What Every CEO Should Know

CEOs Turn To Marketers To Lead the Way in Digital Business In a period of growth, it’s time to reexamine your marketing strategy. We’re finally shedding the lingering vestiges of one of the worst economic setbacks in our history. The indications of a tentative recovery have blossomed into something we haven’t seen in a while: honest-to-goodness growth. Marketers have more cause than many to celebrate the economic turnaround. We all know that marketing budgets are the first to get cut when the going gets rough – but the last item to get on the budget. Measuring Optimism, Strategizing Growth So where does marketing fit in this brave new world of (somewhat cautious) economic optimism? Gartner’s annual CEO Survey offers some interesting points to consider: Growth tops the list of strategic business priorities for 2014 and 2015 — three times more than bottom-line concerns 43% of respondents have a formal digital leader now, and another 13%plan to appoint one within two years Many CEOs define “digital business” in marketing terms CEOs rank digital marketing as the most important tech-enabled capability forinvestment over the next five years CEOs and senior business leaders view information as a corporate asset Digital Leadership – The…

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