Brand leaders express need for more media cohesion in new marketing report
The Chief Marketing Officer (CMO) Council in partnership with Cision has published a new report - Bridging the Gap for Comms & Marketing: Building Cohesion in the Age of Customer Disruption.
The new report details the best practices and technologies for overcoming the challenges that brand leaders face when aligning marketing and comms teams.
The insights are based on a survey of over 150 brand leaders and nearly a dozen in-depth interviews with executives from companies including IBM, Nokia, Schneider Electric, Lamps Plus, Certified First, Center for Creative Leadership, R&R Partners and InnerWorkings.
Brand leaders surveyed for the report also addressed how COVID-19 increased the importance to deliver cohesive messaging.
Donovan Neale-May, Executive Director, CMO Council. “With the majority of the world now spending significantly more time at home, consumption, sharing, and engaging with digital media has only increased. In many cases, digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels. Yet over half of respondents agreed that when it comes to amplifying and aligning media strategies, there isn’t strong alignment between their teams.”
Other notable key survey findings include:
Nearly two thirds of brand leaders felt they’re effective at integrating and amplifying earned media to drive customer experience and engagement strategies.
81 per cent of brand leaders said the change in global business climate due to the pandemic has led to a definite rise in earned media efforts and importance.
One out of five marketing leaders were dissatisfied with their earned media performance.
Maggie Lower, Chief Marketing Officer, Cision: “In order for organizations to achieve true integration between marketing and comms, they must first attain collaboration within the one constant both teams can agree upon: data. Both teams need to treat data as the source of truth and have someone with the skills to interpret that data as it relates to specific KPIs in order to understand progress and ROI. Cision’s own partnership with The CMO Council validates the opportunities that can arise when PR and marketing work together.”