Bengaluru : Digital channels, smart mobility and new marketing and advertising technologies are redefining what is expected of marketing leaders in today’s changing world, a new report has said.
The report, by Oracle Marketing Cloud and the Association for Data-driven Marketing and Advertising (ADMA) and titled ‘The CMO of Tomorrow’, looked at how organisations are meeting the challenges and impediments faced in today’s digital market and how their investments are likely to change in the year ahead.
The report, launched recently after the survey that involved over 450 senior marketing executives from across the Asia-Pacific region, found that executives in the Indian market were more likely to have more experience and, by extension, be more senior in their organisations.
“The research has highlighted the disconnect between what senior management define as success; which is revenue vis-e-vis the campaign specific metrics that many marketers still measure themselves on,” said Mohan Joshi, Senior Director, Oracle Marketing Cloud.
India was the only geography where mobility was rated highly as a strength and not the major weakness.
There was also more confidence from Indian executives about their companies’ proficiency across a range of disciplines.
“Indian companies are much more likely to manage their digital advertising internally. Indeed, more organisations reported managing it internally than those using a hybrid or fully outsourced model combined,” the report said.-Agency