Do CMOs Use Digital Advertising for Consumer Insights? - eMarketer
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Do CMOs Use Digital Advertising for Consumer Insights?

Digital advertising is an important marketing tactic for execs

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.

CMOs Worldwide Who Use Digital Advertising to Better Understand Audiences in Their CRM Database, Sep 2015 (% of respondents)

According to The CMO Club and SocialCode, fully 63% of CMOs worldwide are not using digital advertising to capture consumer insights within their CRM database. Some 23% of respondents said they do not use digital advertising and have no plans to in the next 12 months and 40% said they don’t currently use it, but they plan to within the next year.

Just a little over a third of CMOs currently use digital advertising to better understand their existing customers.

Marketing Tactic that Has the Most Potential for Increasing Sales According to Inc. 500 Executives, Fall 2014 (% of respondents)

Digital advertising is an important marketing tactic for executives. The University of Massachusetts Dartmouth Center for Marketing Research found that almost half Inc. 500 executives said that digital advertising was a marketing tactic that had the most potential for increasing sales.

Other tactics that had potential included business directory listings, social media platforms and traditional print or broadcast media.

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