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Forbes Insights:The Modern CMO –新しい目標、新しい指標、新しい市場

November 15, 2018
Tags: Forbes

We recently partnered with Forbes Insights to take a look at how CMOs are prioritizing marketing strategies and continuing to drive revenue for their businesses going into 2019. After interviewing 200+ chief marketing officers across global companies with more than $500 million in annual revenue, the results are clear. As the digital landscape continues to evolve, CMOs are focused on bringing and proving value within their organizations by aligning with primary business goals.

以下のホワイトペーパーから重要な知見をまとめました。レポートの全文を読むにはここをクリックしてください。現代のCMO:新しいゴール。新しいメトリック。新しいマーケット

CMO’s #1 challenge is keeping up with customers’ changing media consumption habits.

From connected tv to audio to digital video, connected devices and channels are increasingly become ingrained in consumers’ daily routine. Especially as adults in the U.S. now spend more than 6 hours per day watching, listening to, reading, and interacting with digital media, CMOs must remain agile to keep up with consumers’ evolving media consumption habits – ready to adapt to their customers at every turn. The key lies in working with an equally nimble, multi-channel advertising platform – one that will help you reach those customers no matter where they’re consuming media.

78% of CMOs surveyed increased their marketing ROI by using data-driven insights to inform strategy.

プログラマティックテクノロジーにより、ブランドはデータドリブンのインサイトを中心にマーケティング戦略を構築でき、その結果、広告効率は向上します。ブランドがプログラマティック広告を継続して利用し、関連広告をターゲットオーディエンス層に配信する過程で、広告ROIは順調に増加していきます。そして、人工知能という新たな波でマーケターはこれまでにない規模で自身のデジタルデータを分析し、活用することができます。AIによりマーケターは、すべての広告戦略の最前線にデータドリブンのインサイトをもたらすことができます。機械のデータ処理能力とマーケターの戦略的、直感的マインドの組み合わせで、より効率的にROI広告を伸ばすことが可能です。

80% of CMOs are increasing their marketing investment in China over the next 12-18 months.

For multinational brands, China represents a major opportunity to build a global customer base and tap into a new source of revenue. With 772 million internet-connected consumers and a burgeoning middle-class that has grown to include over 400 million people (larger than the population of the United States), the opportunity for growth is clear. And with the technological leapfrog effect, where consumers skip traditional devices for internet-connected ones, CMOs can digitally access and engage these audiences to grow their global brand presence. It’s just a matter of finding the right advertising partner with the technology to help them get there.

Interested in finding out how The Trade Desk can help with your marketing strategies? Contact us today.

Tags: Forbes