Digital Transformation & Marketing Spend Management

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Ryan Fernandes

Imperatives for CMO's in an VUCA environment, undergoing Digital Transformation

Presentations & Public Speaking

Marketing Spend
Management as
Digital Business
Transformation
Takes Center
Stage
Ryan Fernandes
CMO Conference
23rd May 2023

Agenda
• State of Marketing Budget
• Resource Mix
• Consumer Journey Challenge
• Areas of Focus
• Capability building
• Investments in AI tools
• Summary

State of Marketing Budgeting
6.4%
9.5%
10.9%
FinServ, Travel, Tech↑
CPG, R. Estate, Health↔

Resource Mix – Unchanged
Challenges
1. Slow evolution in Agencies
2. Increasing cost & decreasing impact of digital media
3. Push to build in house capabilities
4. High switching cost of MarTech| Latest = Unproven

Areas of Focus for
CMOs
1. Marketing data and analytics - 26%
2. Customer understanding and
experience management — 23%
3. Marketing technology - 22%

Investments in AI tools
Executive Dashboards
Data Consolidation
Automated Analytics - Reporting
Executive Dashboards
Predictive tools
Content Management
Copy
Image/ design
Personalization
ROI tracking
Resource allocation

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Digital Transformation & Marketing Spend Management

1. Marketing Spend Management as Digital Business Transformation Takes Center Stage Ryan Fernandes CMO Conference 23rd May 2023

2. Agenda • State of Marketing Budget • Resource Mix • Consumer Journey Challenge • Areas of Focus • Capability building • Investments in AI tools • Summary

3. State of Marketing Budgeting 6.4% 9.5% 10.9% FinServ, Travel, Tech↑ CPG, R. Estate, Health↔

4. Resource Mix – Unchanged Challenges 1. Slow evolution in Agencies 2. Increasing cost & decreasing impact of digital media 3. Push to build in house capabilities 4. High switching cost of MarTech| Latest = Unproven

5. Managing Internal Expectations

6. Areas of Focus for CMOs 1. Marketing data and analytics - 26% 2. Customer understanding and experience management — 23% 3. Marketing technology - 22%

7. Capability building

8. Investments in AI tools Executive Dashboards Data Consolidation Automated Analytics - Reporting Executive Dashboards Predictive tools Content Management Copy Image/ design Personalization ROI tracking Resource allocation

9. Summary

10. Questions?

Editor's Notes

The State of Marketing Budget and Strategy 2022
https://blog.red-website-design.co.uk/2022/04/28/the-buyers-journey/
http://www.certius.co/Service/ServiceDetail?id=44&culture=EN

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