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Bridging the Gap for Comms and Marketing $50 US*
Building Cohesion in the Age of Customer Disruption
Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms. Brand leaders need to know how to spot market...
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What's Changing the Way You Travel Today? $50 US*
How Life Transitions and Trends Impact Travel Intention, Selection, and Direction
Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalized experi...
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Be an ADEPT Traveler $50 US*
Care Less About Travel Stress
With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from researc...
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How Global Voices Shape Travel Choices $50 US*
The Impact of Consumer Apprehension on Travel Intention
A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have o...
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Whats Critical in the Telecommunications Vertical $50 US*
Insights Into the Factors Driving Loyalty and Defection in the Telecommunications Industry
This installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, provides key insights into the factors driving loyalty and defection in the telecommunications industry based on data gathered from 1,660-plus global consumers and 147 senior marketers. Only 34 percent of 1,660 mobile subscribers surveyed around the globe in the second quarter of 2012 are lo...
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What's Critical in the Vertical: Global Banking $50 US*
The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline where and how banks should invest, communicate, and address consumer concerns. (Published: 2001) As cu...
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What's Critical in the Vertical: Utilities $50 US*
Relevant Messaging That Engages a Targeted Audience
Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requirements and sentiment. The end product? 30 pages of insight into customer engagement, advocacy and loy...
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What's Critical in the Vertical: Retail Banking In Australia $50 US*
Meeting the Needs of a New, Demanding Customer
Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper,...
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Doing Away With Foul Play In Sports Marketing $50 US*
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What's Critical In the Vertical: Insurance $50 US*
There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance Vertical, 21 percent of consumers who received information about additional products or services rendere...
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Leveraging Loyalty to Transform Publishing $50 US*
The Challenges Faced By Today’s Magazine Industry, and How Personalization and Relevance Could Save the Day
As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon their magazines and they are certainly not ready for an onslaught of iPad-vertising to interrupt their ...
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RetailFluency $50 US*
Impact of Online Research on Off-Line Retail Buying Predispositions & Outcomes
The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is climbin...
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