CMO Council - The challenges in driving sales through advertising

By AdNews | 11 January 2023
Credit: Joshua Hoehne via Unsplash

The media marketing and advertising landscape has become more fragmented, unpredictable and vast with the rise of digital channels, according to research by the US-based CMO Council.

The amount of consumer choices, heightened expectations for personalisation, and the need to optimise based on real-time data insights make managing campaigns and achieving desired outcomes challenging.

Research from the CMO Council, Optimising Outcomes in Media Marketing, in collaboration with NCSolutions, finds two in three marketing leaders not very confident in their current media marketing and advertising strategy to effectively produce critical outcomes such as winning and retaining customers, increasing brand loyalty, enhancing CX, among others.

“Today’s CMO must be incredibly agile in order to successfully navigate a fragmented and unpredictable media landscape,” said Donovan Neale-May, executive director of the CMO Council.

“They have to be able to learn quickly and pivot fast when things aren’t going to plan. They need to make smart decisions based on data, not only gut hunches.”

Key findings from a survey of over 160 marketing leaders:

  • 80% of marketers say media marketing and advertising is either extremely (37%) or very (43%) important in winning customers
  • 52% of marketers say media marketing and advertising is either extremely (16%) or very (36%) important in retaining customers
  • 49% of confident marketers say they perform in-flight campaign optimisation well compared to 20% of not-so-confident marketers
  • 42% of confident marketers say they perform well in driving consistent campaign results, compared to 28% of not-so-confident marketers
  • 83% of marketers say optimising media and audience for in-flight campaigns is either extremely (40%) or very (43%) important


Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus