{"id":3714,"date":"2009-04-20T17:00:52","date_gmt":"2009-04-20T17:00:52","guid":{"rendered":"http:\/\/digitalscientists.com\/?p=3714"},"modified":"2023-01-25T14:12:17","modified_gmt":"2023-01-25T14:12:17","slug":"new-heidrick-amp-struggles-and-digital-scientists-survey-companies-falling-short-in-digital","status":"publish","type":"post","link":"https:\/\/digitalscientists.com\/blog\/new-heidrick-amp-struggles-and-digital-scientists-survey-companies-falling-short-in-digital\/","title":{"rendered":"New Heidrick & Struggles and Digital Scientists survey: Companies falling short in digital"},"content":{"rendered":"\n

Check it out \u2013 we\u2019ve been busy talking to CMO\u2019s about digital marketing.  Let us know if you\u2019d like to get the inside story.<\/em><\/p>\n\n\n\n

CHICAGO, April 20 <\/p>\n\n\n\n

Chief marketing officers across nearly all sectors believe their companies are under-delivering in the area of digital marketing, reveals a new survey of CMOs and other C-suite executives conducted by Heidrick & Struggles International, Inc.<\/strong> (NASDAQ: HSII) , a top executive search and leadership advisory firm, and Digital Scientists<\/strong>, Atlanta-based digital marketing experts.<\/p>\n\n\n\n

Citing a disconnect between their own personal capabilities and how the companies they work for are performing in the digital marketing arena, nearly 75% of respondents describe themselves personally as \u201cat the cutting edge\u201d or \u201cright where they should be,\u201d while 60% believe that their companies are \u201cbehind the curve.\u201d<\/p>\n\n\n\n

\n

“Companies realize that they\u2019re in the midst of digital man-to-man combat to acquire consumer dollars, but they\u2019re frustrated that they\u2019re not very good at it.
In this economy, talent can see this need as a great opportunity, and indeed one of the few places where demand is still truly strong.”<\/p>\nLynne Seid Partner at Heidrick & Struggles<\/sub><\/cite><\/blockquote>\n\n\n\n

One of the first surveys of C-suite marketing executives conducted since the financial crisis began last fall, \u201cThe Digital Marketing Standard: Executive Perspectives on Digital Marketing\u201d was developed by Heidrick & Struggles and Digital Scientists to determine current marketing objectives and the role of digital marketing in achieving these objectives. The firms interviewed more than 100 senior executives with decision-making or budgetary authority over their companies\u2019 marketing spending.<\/p>\n\n\n\n

\n

\u201cCMOs confront intense pressure to deliver financial results. With digital marketing, they finally have the tools to answer the oldest question in marketing \u2013 what\u2019s working and what\u2019s not. However, they don\u2019t have the internal digital marketing skill sets they need to get the job done.\u201d<\/p>\nTom Klein Managing partner & Chief Scientist of Digital Scientists<\/sub><\/cite><\/blockquote>\n\n\n\n

The survey reveals the high value that marketers place on digital marketing proficiency as a way to acquire new customers. New customer acquisition topped respondents\u2019 lists as a key strategic priority for their companies, while brand-building and geographic expansion of their markets were seen as much less important.<\/p>\n\n\n\n

Other key findings include:<\/h4>\n\n\n\n

Proficiency in digital marketing is highly valued, but under-delivered<\/strong><\/p>\n\n\n\n

Almost half the respondents (49%) agreed that it is important for the CMO to be proficient in digital marketing, but only 13% said that their companies had developed the internal talent required <\/strong>to develop and implement growth-generating digital marketing programs.<\/p>\n\n\n\n

Over-reliance on outside agencies to meet talent gap<\/strong><\/p>\n\n\n\n

To fill the capability gaps in digital talent within their organizations, 45% felt that they would need to turn to external partners and agencies.<\/p>\n\n\n\n

Key growth tactics: High points for analytics and SEO, low points for new media advertising<\/strong><\/p>\n\n\n\n

The top 4 marketing tactics for growth were ROMI analysis, website activity analysis, CRM tools, and SEO, while the bottom of the list included video and mobile ads and contests\/promotions.<\/p>\n\n\n\n

Few satisfied with their company\u2019s marketing effectiveness<\/strong><\/p>\n\n\n\n

Only 12%<\/strong> said their company was improving the consistency of its marketing and sales communications, and less than a quarter are very satisfied with the how their company is conducting ROMI, website activity analysis, CRM, and SEO.<\/strong><\/p>\n\n\n\n

Need more help from IT<\/strong><\/p>\n\n\n\n

Sixty percent<\/strong> of respondents reported that the marketing department has primary responsibility for the all-important analytics, but they want IT to share this load: 44% of respondents want IT to take responsibility for analytics<\/strong>.<\/p>\n\n\n\n

Few want to focus on global growth right now<\/strong><\/p>\n\n\n\n

With problems at home consuming the attention of the C-suite, expansion into new geographies ranked dead last among all specific strategies cited in the survey<\/strong>, and was seen as very important by only 13% of respondents.<\/p>\n\n\n\n

About Heidrick & Struggles<\/strong><\/p>\n\n\n\n

Founded in 1953, Heidrick & Struggles International, Inc.<\/a> (NASDAQ: HSII) is recognized as one of the world\u2019s leading executive search firms. With more than 60 offices in the principal cities of 33 countries, it helps its clients to address strategic issues that have human capital solutions in times of growth, turnaround, acquisition, integration, expansion into new markets, and economic flux.<\/p>\n\n\n\n

With its executive search, leadership services, and interim management capabilities, Heidrick & Struggles can seamlessly integrate a customized approach to meeting the diverse leadership challenges facing its client organizations. The organization prides itself on its relationships with, and immediate access to, some of the world\u2019s most talented people.<\/p>\n","protected":false},"excerpt":{"rendered":"

Chief marketing officers across nearly all sectors believe their companies are under-delivering in the area of digital marketing, reveals a new survey conducted by Heidrick & Struggles International, Inc.<\/p>\n","protected":false},"author":4,"featured_media":3894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"inline_featured_image":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[42],"tags":[],"coauthors":[40],"class_list":["post-3714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archived"],"acf":[],"yoast_head":"\nNew Heidrick & Struggles and Digital Scientists survey: Companies falling short in digital - 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