Tns the Impact of Digitals on Growth Strategies

The Impact of Digital on Growth Strategies

CMO Imperatives for 2012

Digital Life

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Contents

Introduction Executive summary 05 07

Current trends Digital integration Focus on brand building Renewed faith in the brand idea

17 17 18 20

CMOs’ challenges Need for executional speed Making data work harder Better ROI evaluation required

25 25 26 30

Future opportunities for growth New roles for brands in the consumer journey More growth in mobile Social media expands retail options

33 33 35 37

Summary - CMO key action points Acknowledgements

39 42

© 2012 TNS

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Introduction

This report is based on one-to-one interviews with Chief Marketing Officers (CMOs) from a range of international organisations. The opinions and commentary have also been used as qualitative guidance to the reporting and analysis of the Digital Life study from TNS – launched in November 2011. TNS Digital Life is a global study into the attitudes and behaviours of the world’s consumers online. We conducted in-depth interviews with over 72,000 people in 60 countries to build the world’s most comprehensive view of what people do online – and why they do it. We have teams in all the markets where we conduct research, so our findings are not just based on numbers, they are real human insights validated by experts in the market. Our goal is to make the complex marketing environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content. It is only by detailed understanding of attitudes and behaviours online that effective marketing plans and growth strategies can be developed. This report is just a small snapshot of our findings from our CMO interviews. Please do get in touch with us to understand more about the opportunity that digital presents in your market or category, and learn more at www.tnsdigitallife.com

© 2012 TNS

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Executive summary

This word cloud gives an indication of the topics and themes that CMOs shared with us over the...