Leading Digital Commerce Marketing Company’s second study to uncover how the changing digital marketplace is affecting marketing leaders’ growth plans.
Leapfrog Online, the leading Digital Commerce Marketing firm, is launching its second CMO research study to benchmark how marketing executives adapt to the ever-changing digital landscape to grow their business and examine what digital marketing services marketers buy and how.
The first CMO study was conducted in 2009, at a time when the digital landscape was about to experience a rapid change due to social, mobile and multi-channel integration. These will be among the primary themes that the study will explore, in addition to asking which internal and external factors are necessary to grow market share with today’s “always on” consumer. The study is a collaboration between the Leapfrog Marketing Institute, BrandApart (an independent marketing consultancy) and Stephen Hersh, adjunct lecturer in the Integrated Marketing Communications program at the Northwestern University Medill School of Journalism.
The 2009 CMO Benchmark Study’s key findings included:
- 25% of respondents were looking to drive actual online transactions. The majority were primarily looking to drive brand/company information and awareness.
- 50% of the companies surveyed leveraged outside digital agencies and consultants to meet their online sales needs
- Only 10% of respondents were “very satisfied” with their utilization of the online channel for driving sales.
- Marketers were evenly split about whether problems in building and implementing digital programs were due to lack of knowledge and expertise from external suppliers or from internal resources.
The Leapfrog Marketing Institute is in final stages of recruiting executive level marketers to include their insights in the 2014 survey. Leapfrog expects to finalize the respondent base by early April. Participants in the survey will receive the original 2009 benchmark study, a preview of the data from the 2014 study and an invitation to an exclusive webinar with the research team before the findings are released to the marketplace. Those interested in participating can submit their information here.