Why Success hinges on an offensive strategy.
Despite shrinking marketing budgets, CMOs are still optimistic about their ability to achieve their goals in 2020 according to Gartner’s annual 2019-2020 CMO Spend Survey. But optimism without action is counterproductive and many CMOs may be failing to plan for tough times ahead.
CMOs are more agile now than they were during the last economic recession, but that doesn’t mean they can hunker down to ride out a challenging environment. They have to go on the offensive. To thrive in this landscape of decreasing budgets broader span of control and rising expectations, CMOs need to use their resources wisely, embrace new technologies and adapt quickly to change.
Here are five emerging trends marketers should act on to ensure their success in 2020, and beyond.
The rallying cry of content is king has prevailed for years but as technology improves, 2020 could finally deliver transparent content effectiveness for marketers. Knowing what content is effective or efficient is still not an easy task given the fragmented approaches to storing our rich media assets. When the current generation of Content Management System (CMS) platforms came to market, marketers were sold on the promise that they could use them to organize their content, but in reality, those systems fell short of a centralized content hub. To better meet their content management needs, marketers should now invest in a digital asset management system (DAM) that is capable of hosting all their marketing assets, streamlining workflows and efficiently deploying.
DAM systems are quickly becoming the preferred tool for organizing and optimizing content across channels. They enable marketers to be more efficient because they can more fully leverage existing content, rather than pressing marketers to create new content for every possible need. DAM systems can also provide insight into what type of content works best on which platform, making campaign investments more effective.