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Marketing is a (buyer) journey, not a destination - CMO Insights Infographic

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Learn how to change the way you engage: www.ibm.biz/cmojourney
Learn about the CMO club: http://ibm.biz/thecmoclub

To understand how marketing is evolving to focus on buyer journeys and how to meet customers along that journey on both digital and traditional channels, The CMO Club and IBM surveyed 100 Chief Marketing Officers (CMOs).

Published in: Marketing, Business
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Marketing is a (buyer) journey, not a destination - CMO Insights Infographic

  1. 1. Advocate Social Email Website Apps Digital Try Social Email Website Apps Digital Discover Social Website Email Digital Events Learn Social Email Website Digital Apps Buy Website Email Social Digital Apps Use Social Email Website Events Apps Marketing is a (buyer) journey, not a destination Marketers experimenting with various budget allocations across the buyer cycle Awareness to Engagement Marketing budgets are extending across the entire buyer journey making marketing less about the funnel and more about the journey. Further more, the research found that content is not only king but leading the budget allocation charge. Social is taking a big channel role across the buying cycle. Social and online channels are emerging as multi-tasker mediums across all stages of the buyer cycle. Betting on every horse in the race? What’s even more interesting is that marketers are planning to spend even more in the next 2 years, again, evenly across the buying stages. Marketing is evolving, not just adding a digital channel The research indicated strong switching and acquistion momentum towards digital capabilities, but traditional still has a part. Marketers are testing the waters by experimenting across channels, tactics and buyer stages. In a sense, initially putting bets on every horse at the start of the race but leveraging agile approaches to reallocate their resources to the leading "horses” mid-race and increasing their chance to win the day. Website Email Apps Social 57% 53% responded their marketing budgets are expected to increase over the next 2-3 years Traditional Top budgeted items: Content 13% Advertising 12% Digital Online 11% Events 11% Digital Website 11% Current program budget allocation 50%increase in spending across all of the buying stages, Discover, Learn, Try, Buy, Use, Advocate. On average Budgets aligned pretty evenly across cycle Spending across buying stages Digital Advertising 52% 48% said the main reason to experiment is the imperative to generate higher revenue. "We need to maximize close ratios. We need to spend less in identifying deals and more in supporting the close.” Only 20% say they experiment because of better data and technology. "Yes, because we have better data on the buyer’s journey now.” Marketing focused soley on awareness and/or the purchase funnel is obsolete. Marketing budgets are up, due to either strategic funds or strong organic increases, but so are expectations. Today’s CMO is focused on investing across the entire customer journey from discover, learn, try, buy, use & advocacy. CMOs are planning to increase their spending across every stage of the buyer journey over the next two years by an average of 50%. Generating content for use across the buyer journey is currently king, grabbing the top program budget spot. Traditional and digital media spend is almost in parity. Marketers are experimenting a lot across buyer stages and tactics. We need new thinking. We need to challenge our mental models of what marketing needs to be in our connected and increasingly measured world. Fortunately the consumer’s journey is our guide. The CMO Club is the world’s most engaged and inspired community of Senior Marketing Executives who help each other solve their biggest challenges, within a candid, trusted, and sharing environment. © Copyright IBM Corporation 2015. IBM, the IBM logo and ibm.com are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade. Statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. Learn more about the CMO Club Learn how you can change the way you engage Traditional Advertising Traditional Advertising Research Snapshot D ISCOVER 20 % LEARN 16% TRY 16% BUY 21% USE 13% ADVOCATE 14% IBM Marketing Solutions make it easier to design and deliver meaningful customer experiences across journeys, applications, devices and time, accelerating today’s results and tomorrow’s ambitions.

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