Stories by Nadia Cameron

Marketers in the B2B space can learn a lot from their consumer counterparts when it comes to customer analytics, even if the tactics employed by the two sides differ, Sophos’ CMO claims.

Marketers who bypass their own IT department are missing an opportunity to invest in more worthwhile brand activities, OpenText’s CMO claims.

Technology tools for achieving and measuring client contact are opening up ways for charities to interact with sponsors, yet there’s a long way to go before fundraising becomes a digital exercise.

The average tenure of a CMO has risen dramatically in recent years, and is seen by many to signify a CMO’s legitimacy to ultimately taking the top job: CEO.

Given her solid background in the software and telecoms space, it shouldn’t surprise anyone to learn PGi’s marketing chief Melissa Wong is a passionate believer in CMOs embracing technology. What will arguably raise more eyebrows is that she doesn’t like to be called a marketer.

Technology is infiltrating all aspects of marketing, regardless of whether you see it as a good or bad thing. The questions is, how does the average CMO keep on top of it all?

Gartner’s report on the decline of the CIO and rise of the marketer as the key technology buyer made plenty of waves last year. According to the analyst group, 35 per cent of enterprise IT expenditure by 2015 will be out of the CIO’s hands, with CMOs responsible for the majority of technology purchasing by 2017.

A new study has found 96 per cent of Australian marketers are using content marketing to reach out to customers but just 29 per cent are happy with its effectiveness.