Global marketing execs show concern over impact of digital transformation

Global marketing executives have expressed concerns about the impact of digital transformation on their company’s marketing departments in findings from a recent BlueSteps survey .

Sixty-eight percent of marketing executives stated that they believe their marketing teams are not equipped to handle the fast-paced changes in digital marketing. These same executives rated social media marketing (32% weak) and email marketing (23% weak) as their companies’ weakest digital channels compared to paid search (23% strong, 23% good) and organic search (36% good), which they selected as their companies’ strongest digital channels.

When asked which social networks their company’s marketing plan most prioritized, global marketing executives rated Facebook and Twitter as their number one priority, followed by LinkedIn and YouTube in joint second place.

When asked what, over the next three years, they predict will most impact the Chief Marketing Officer role, marketing executives cited Big Data, mobile and omni-channel marketing as elements that will lead to change in the CMO function over the next few years.

Following the study, BlueSteps will are offering a webinar for executive-track marketing professionals on August 15, 2013 entitled How to Get to the Top: The CMO Role.