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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


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