W here is Marketing Investment M o st V a lu a bl e ?
Marketing Investment In High-Impact Areas (continued)
Interestingly, many of these same categories are also under the greatest pressure to justify cost.
This signals a broader shift in executive expectations: marketing
organizations are being asked not only to innovate—but to prove
that innovation directly supports profitable growth.
Imp l icati o n fo r l ea d ers —
Where are you seeing the greatest pressure to reduce costs within your marketing function?
R eta i l CMOs mus t p r i or i t iz e :
•
Platforms that unify data and measurement
•
Content that drives conversion and loyalty
Online advertising
53
•
Channels that support performance attribution
Traditional advertising
56
•
Investments that improve customer lifetime value
Content marketing
58
SEO services
44
The era of fragmented marketing technology
Events
22
stacks is coming to an end.
Marketing Technology Platforms
65
Promotional materials
32
Website costs
41
Agencies & partners
40
Contractors
24
Internal headcount
21
Not experiencing pressure
13
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The Loyalty Growth Playbook
7
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