As executive marketers look ahead to the coming months, new research suggests that they are heavily focused on their efficiency to drive marketing results.
Forbes Insights and The Trade Desk recently came together to conduct “The Modern CMO” report, and statistics showed that efficiency in marketing (46 percent) is the leading topic at the front of marketers’ minds heading into the next 12 months. In addition, efficiency in marketing (25 percent) is the biggest thing CMOs feel like they need to focus on for their own development.
“Simply put, CMOs will need to account for how well their technology investments are performing,” wrote the authors of the report. “Roughly a third of CMOs surveyed say their roles have moved toward having more accountability. In recognition of this responsibility, they’re focusing their own professional development on efficiency in marketing and investing in technology.”
A Rise in Digital Marketing Investment
As CMOs look to boost efficiency and prove an ROI from their marketing strategies, research indicates that they will be turning to digital marketing more in the future to continue these trends.
The Manifest recently conducted a survey of 501 digital marketers to determine how their investments will change over the course of the next 12 months. About 99 percent of respondents said they intend to increase their investment in at least one digital marketing channel over the next 12 months.
More than half of businesses intend to spend more time and money on social media marketing (64 percent) and a website (55 percent) in the next year.