CMOs Predict Major Shift in Marketing Technology in 2024; AI-Boosted Solutions Are Key to Powering Sharper Personalization and Improved Performance
2024年5月21日 - 9:00PM
The CMO Council and Zeta Global, a leading AI Powered Marketing
Cloud, announced today the findings of the ‘CMO Intentions 2024:
Fueling Martech Innovation Through AI’ study. The study, conducted
during the first quarter, surveyed nearly 200 CMO Council members
in North America and Europe, revealing a clear and confident shift
in marketing technology.
One of the key findings revealed Chief Marketing Officers appear
clear, confident, and intentional in where Gen AI integration and
application will deliver the best results in marketing process
improvement and execution in 2024. Companies like Zeta Global,
adding value with AI, have focused on three key Generative AI
drivers to improve marketing productivity, effectiveness, and
innovation. The new study also reveals that 60 percent of marketers
see marketing as providing the most value and ROI in 2024.
The CMO Council teamed with leading AI Powered Marketing Cloud
Zeta Global to gain insights and predictions from a sample of its
16,000 members, who collectively control nearly $1 trillion in
annual, aggregated marketing spend worldwide. The full report can
be sourced from here:
https://www.cmocouncil.org/thought-leadership/reports/cmo-intentions-2024
Over 40 percent of those surveyed by the CMO Council are looking
to AI to light up content origination and minimize mistakes,
inaccuracies, flubs, gaffes, snafus, and errors in marketing
communication images, video, and text. They also seek more
predictive outcomes from creative investments and higher levels of
automation, productivity, and efficiency in internal and agency
teams. All translating into improved output and inspiration from a
lower headcount.
Survey respondents report they will heavily target content
creation for more invention, impact, and personal resonance when
deploying AI applications in marketing. They expect AI-driven
execution will help brands be both adept and adaptive in connecting
and engaging more individually across cultures, borders,
boundaries, shoppergraphics, psychographics, and the requirements
of localized marketing partners and channels.
“Marketing technology procurement intentions have made a massive
swing to embracing new Gen AI tools, applications, and analytics,”
notes Donovan Neale-May, executive director of the CMO Council. He
noted that almost 60 percent of marketers surveyed view this area
of investment as offering the most value and ROI in 2024.
Customer data is seen by nearly 46% of marketing leaders as the
essential lubricant to recognize, personalize, humanize,
prioritize, and vitalize engagement with the most valued buyers and
loyal shoppers. Better knowledge and understanding of customer
journeys - along with improved process, productivity, and workflow
are high on the priority list for marketing technology investment
in 2024.
"This study reinforces that we are in the early stages of a
Replacement Cycle. Generative AI is the catalyst for sophisticated
CMOs to recognize that there are superior technologies and tools to
deliver better experiences for consumers and better results for
their brands," adds Steven Gerber, President and COO of Zeta
Global.
The report stresses that CMOs face multiplying in gaining
organizational adoption while using or marketing automation
platforms and point solutions. The CMO Council Survey Report
believes dedicated marketing technology management and digital
transformation expertise appear to be maturing and more widely
accepted, supported, and represented in global organizations. Teams
of cross-functional leaders are now being deployed with clear
strategies for selection, deployment, adoption and scaling of new
or existing platforms, solutions, and tools.
Key survey findings include:
- Half (50%) of all surveyed chief
marketers prioritize functional alignment and unified execution in
2024, followed by acquiring customer insights for better
outcomes.
- Only 17% of CMOs believe their teams
lack digital skills and just 18% face resistance to change.
- About 14% of chief marketers rated
their teams excellent in 2023, while nearly 50% said they met
expectations. Around 30% see room for improvement, and 8% reported
underperformance.
- Top-line revenue growth is the top
priority for nearly 60% of respondents, who also expect more
operational efficiency and cost reduction from marketing in 2024,
with big expectations for AI's impact on productivity and
performance.
- CMOs view IT, CIOs, CTOs, and chief
digital officers as key partners for leveraging customer data,
driven by expanding marketing stacks, point solutions, channel
partners, eCommerce, and customer-facing groups.
CMO Intentions 2024 research findings are based on a Q1 online
survey of nearly 200 chief marketing executives at both B2B and
B2C/hybrid companies in a cross-section of industry sectors
throughout North America and Europe. Over 90 percent of respondents
held CMO/CRO/CGO/CXO/SVP/VP titles and 70 percent represented large
corporations with annual revenues of more than $ 1 billion. The
balance of survey participants came from mid-sized enterprises with
less than $1 billion in annual sales. Nearly 30 percent of survey
respondents spend over $5 million annually on marketing technology
and a further 43 percent between $2 million and $5 million.
About Zeta Global Holdings
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading
data-driven, cloud-based marketing technology company that empowers
enterprises to acquire, grow and retain customers. The Company’s
Zeta Marketing Platform (the “ZMP”) is the largest omnichannel
marketing platform with identity data at its core. The ZMP analyzes
billions of structured and unstructured data points to predict
consumer intent by leveraging sophisticated artificial intelligence
to personalize experiences at scale. Founded in 2007 by David A.
Steinberg and John Sculley, the Company is headquartered in New
York City. For more information, please go
to www.zetaglobal.com.
About CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to
high-level knowledge exchange, thought leadership and personal
relationship building among senior corporate marketing leaders and
brand decision-makers across a wide-range of global industries. The
CMO Council’s 16,000+ members control more than $1 trillion in
aggregated annual marketing expenditures and run complex,
distributed marketing and sales operations worldwide. In total, the
CMO Council and its strategic interest communities include over
65,000 global marketing and sales executives in over 110 countries
covering multiple industries, segments and markets. Regional
chapters and advisory boards are active in the Americas, Europe,
Asia Pacific, Middle East and Africa. The Council’s strategic
interest groups include the Customer Experience Board, Digital
Marketing Performance Center, Brand Inspiration Center, Marketing
Supply Chain Institute, GeoBranding Center, and the Coalition to
Leverage and Optimize Sales Effectiveness (CLOSE). To learn more,
visit https://www.cmocouncil.org.
Media Contact:Kevin
Sugarmanksugarman@cmocouncil.org