Spencer Stuart: The Role Digital Capabilities Play in Today’s Marketing Function
Spencer Stuart has published survey results of marketing leaders from 200 companies regarding how digital innovations have affected marketing and data collection. The study shows that such technological transformations have changed the ability to collect and analyze data, although the human touch, understanding, and imagination still remains a vital, and currently irreplaceable by technology, part of marketing.
Key takeaways from the survey include:
- Only 15% of respondents feel their digital marketing capability is highly sophisticated and continually involving.
- 73% of respondents would allocate the most investment to strengthening the digital and analytics capabilities of their marketing team as opposed to the creative activities.
- In the past 12 months, 51% of CMOs have set up digital marketing training for their teams.