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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