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Sunday, August 3, 2014

Survey Results: Fundamental Changes for Marketing Next 5 Years - Automotive Digital Marketing ProCom

Survey Results: Fundamental Changes for Marketing Next 5 Years - Automotive Digital Marketing ProCom


Eight out of ten Chief Marketing Officers around the world believe that marketing practices will undergo fundamental change over the next five years... This is according to research results from Accenture Interactive’s “CMO Insights 2014” study. Automotive Marketers appear most confident in predicting the continued increasing role of analytics. The study shows that there will be greater budget allocations to digital and mobile channels.
 
As for the skill sets that are becoming most sought after by automotive marketing practitioners, 42% predict that data and research analytics skills will be a core competence for marketing professionals over the next 5 years. This data echos recent survey results from Spencer Stuart in which senior marketers envisioned analytical orientation as becoming a more important skill for CMOs ... in the future.
 
Meanwhile, although there have been signs that the budget shift from traditional to digital media might be slowing, a sizable portion of the Accenture survey respondents see a bright future for digital spend. Some 37% agreed that digital budgets will account for more than three-quarters of the marketing budget over the next 5 years, and 35% agreed that mobile will account for more than half of the budget.