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9% of Marketing Jobs Will Vanish This Year: The CMO Survey

In the glass half empty or half full department, The CMO Survey from Duke Fuqua found that marketers expect an average 5% budget increase this year but an average 9% headcount reduction. Nearly one quarter (24%) don’t expect those jobs to return. Digital marketing spend will rise by 4% while traditional ad spend will drop by 5.3%.

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Cross-Department Projects Lead to Digital Transformation Success: Accenture Study

June 19, 2020

The News Gods have their little whimsies, and this week’s was to deliver three surveys related to organizational change. First we have an excellent Accenture study on what makes for successful digital transformation. They list a half dozen factors but the one that caught my eye was picking projects that force collaboration across functional lines. As opposed to the conventional wisdom which says you avoid those because they’re too hard to execute.

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Segment Finds Ad Tracking and Customer Success Tools Grew Most During Pandemic

June 17, 2020

CDP vendor Segment has analyzed the tools its 20,000 clients send data it collects from Web sites and mobile apps. They found the fastest growing categories during the pandemic lockdowns were ad tracking tools, including Facebook Pixel and Google Ads, and customer success tools including Salesforce, Zendesk, and New Relic. They explain the growth in ad tracking tools as reflecting a shift to digital advertising and the growth in customer success tools as reflecting more interest in retention.

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