Marketing executives in the APAC region have identified three key impediments to faster digital uptake. Those impediments are identified in the new CMO of Tomorrow study from ADMA, the Direct Marketing Associations of Singapore, India and New Zealand, and Oracle Marketing Cloud.
- Download the CMO of Tomorrow report produced by the Which-50 Intelligence Unit
The biggest impediment to acceleration in the digital transformation of marketing is access to budget. And the second-biggest roadblock suggests why.
Executives in the survey identified a significant gap in understanding and education for all aspects of digital marketing. Many struggle to understand ROI which makes it hard to get senior executives to buy in to investments.
New from the Which-50 Digital Intelligence Unit : CMO of Tomorrow edition
CMO of Tomorrow Study Digital Intelligence Unit members ADMA and Oracle Marketing Cloud
The CMO of Tomorrow will be a technology-savvy executive with a deep practice knowledge across all the major elements of digital marketing and advertising technology. They will be just as comfortable speaking to CIOs as CFOs.
Management buy-in also remains problematic. Interestingly, the perception of a lack of management buy-in emerges the deeper you dive into an organisation. Marketers often complain about a lack of senior executive engagement — the CMO of Tomorrow will understand that achieving buy-in from management peers is part of the job.
*Oracle Marketing Cloud is a member of the Which-50 Digital Intelligence Unit. Members contribute their expertise for the benefit of our readers. Membership fees apply.