October 12, 2011 | Written by: Luis Perez Ballestero
Categorized: Industry Insights
This week, from 11th to 13th of October and in the context of the Consumer Goods Forum Operational Excellence 2011 event, taking place in Barcelona, Consumer Products and Retail leaders will be meeting to discuss relevant topics around 3 distinctive topics: Supply Chain, IT and Marketing.
In this last track, IBM is represented by our Global GBS Industry leader, Patrick Medley, who will be presenting the latest IBM Chief Marketing Officer study with the insights extracted from 1700+ face to face interviews. The study explores emerging trends and how CMOs can help bringing science to the art of marketing, using fact based systematic approaches and leveraging advanced tools and methodologies.
The IBM study also describes some of the challenges CMOs feel less prepared to manage like data explosion, social media, proliferation of channels and devices and shifting consumer demographics. The majority of CMOs say there are three key areas for improvement: Deliver value to empowered consumers, create lasting relationships with these customers and measure marketing contribution to the business in quantifiable terms.