Science & Technology
Science and Technology
Science and Technology
Tue, June 2, 2009
Mon, June 1, 2009
Omniture: CMO Survey With Omniture and The CMO Club; CMOs Identify Top Benefits and Challenges in Digital Marketing
OREM, UT and NEW YORK, NY--(Marketwire - June 1, 2009) - [ The CMO Club ], a CMO-only peer-to-peer network with over 800 members, and [ Omniture ], Inc. (
The annual survey, which gauges CMO perspectives on key digital marketing topics and provides benchmarks for usage of digital marketing technologies, provides insights about how CMOs are applying digital marketing, particularly in response to the challenging economic environment.
Key findings include:
- CMOs rank customer acquisition as #1 digital marketing benefit. Across industries, CMOs find digital marketing to be a critical tool in acquiring customers more cost-effectively. Additional benefits cited were more cost-effective conversion, improved credibility with C-level peers, and accurate measurement, varied widely by industry.
- CMOs said linking online initiatives to offline customer behavior is the top digital marketing challenge. 62% of CMOs say their most significant digital challenge is measuring how online marketing programs impact the offline behavior of their customers. Nearly 50% stated that staying abreast of the rapid changes in digital media and digital tools also presented a major challenge.
- CMOs still view email, search, and site optimization as the most effective digital tools, despite the explosion in social media. Nearly 70% of CMOs consider email, search engine optimization, and site optimization to be their most effective digital media, while CMO success with social media is mixed and varies by industry. Meanwhile, only 25% of CMOs are investing in mobile ads.
- CMOs indentified peer groups as their preferred source for digital marketing insight. Nearly 79% of CMOs consider peer groups as their most likely source for digital marketing insight in 2009. Resources that provide true thought leadership in best practices and case studies are also preferred sources for CMOs.
"There is a tremendous opportunity for CMOs to leverage digital marketing to build brands and drive revenue," said Gail Ennis, SVP of Marketing, Omniture. "These findings illustrate that the Digital CMO needs tools that simplify the delivery of real-time insights into the impact their initiatives have on business results."
"CMOs are adjusting to the dramatic changes in consumer behavior and digital marketing tools and this survey provides additional insight into how they are responding," said Pete Krainik, The CMO Club Founder. "By benchmarking CMO usage of and attitudes toward digital marketing today, we are establishing a basis from which CMOs can measure their progress and engage their peers, agencies and solution providers in meaningful discussion."
About CMO Club
The CMO Club was created for the unique purpose of bringing Chief Marketing Officers together in an environment of openness and contribution that enables them to become better at what they do. Tailored exclusively to top marketing executives, this club hosts dinners and events, shares reports and research from leaders in the marketing industry, and leverages the first online network for "CMOs only" for sharing ideas, helping each other, and serving as a resource for CMO career opportunities. The CMO Club was founded in 2006 by seasoned marketing executive Pete Krainik and currently has over 800 members. Find out more about The CMO Club at [ www.thecmoclub.com ].
About Omniture
Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers as an on-demand subscription service and on premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture's nearly 5,200 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony and HP. [ www.omniture.com ]
Copyright © 2009 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners.
Note on Forward-looking Statements
Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and expected benefits of our services to customers. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including but not limited to, risks described in Omniture's quarterly report on Form 10-Q for the period ended March 31, 2009, and from time to time in other reports filed by Omniture with the U.S. Securities and Exchange Commission. These reports are available on the Investor Relations section of our web site at [ http://www.omtr.com ]. Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.
