Chief marketing officers (CMOs) are being held accountable for delivering results on every marketing dollar spent reaching their target audiences. Not only must they increase revenue and return on investment (ROI), but they also must control costs and determine which channels are the most appropriate for engaging prospects and customers. In addition, they must be prepared to shift their marketing focus rapidly to meet ongoing changes in consumer tastes and behaviors and respond to competitors’ strategies.

Consumers are cautiously spending again, but the recent economic downturn has reset some core habits (i.e., spending beyond one’s means, conspicuous consumption), and value is the new watchword. Consumers are considered and careful in their purchases — and they are doing their homework (often online). Black Friday and Cyber Monday sales are up ever so slightly — but average purchase price is down. So what’s a marketer to do in this still-difficult spending environment?

This white paper outlines 5 steps that marketers can take to increase their ROI and overall campaign effectiveness:

1. Behave like a start-up
2. Amp up your customer insights and get back to finding new ones
3. Rethink your value proposition — and it needs to be credible
4. Bring customer insights to your product or service development counterpart
5. Test like crazy

Please complete the following form to access the information you requested. You will be given access to the information upon completion of this registration form.

* Indicates required field