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5 DIGITAL DEMANDS ON CMOs
Based on R3’s ADTECH 40
There’s little question that the digital ecosystem is expanding at breakneck
speed, while the world’s top marketers and their agencies are moving quickly
to integrate technology into more aspects of their marketing initiatives. A new
study from the global consulting rm, R3, underscores ve new Digital Demands
that are proving to be critical to CMOs, particularly as they are expected to spend
more on technology than CIOs in the coming years.
Entitled AdTech 40, the R3 report has highlighted a collection of 40 outstanding
technology-driven marketing approaches from the past year that have improved
business results. The report also sheds some new light on how marketer and
agency relationships are continuing to evolve. The examples span all types
of technology – from data driven targeting and social listening, to outdoor
experiences and virtual reality – and all different categories. According to
Greg Paull, Principal of R3, “Tech is changing the whole marketing process,
Consumers are demanding (and rewarding) ‘more involved’ forms of marketing.”
He cautions, “Use tech wisely – or fall behind.”
The Five Digital Demands on CMOs include:
1. Tech Must Transcend Borderssof the winners. With over 60% of the world’s
–
population, coupled with skyrocketing internet and
Almost a full quarter of the case studies included
mobile penetration, it’s not surprising that Asia is
in the report are global campaigns. In addition,
Asia and North America each accounted for 30%
taking the lead when it comes to tech innovations.
6 the internationalist