CMO's have traditionally focused their marketing efforts on what has worked for their brands in the past, with little change to the marketing mix. These traditional one way communications are no longer enough. Today consumers expect that brands communicate with them how they want to be communicated to. This includes a mix of both traditional and non-traditional marketing methods. Communication with customers is no longer one-way, it's a dialogue, brands need to use all forms of media including social to talk not at, but to, their customers.

It is increasingly important that CMO's find partnerships with agencies that help them speak to their customers using all channels and then bring all the tracking and measurement into one dashboard in order to:

   *Monitor and measure each channel

   *Find meaningful insights from the data

   *Measure ROI

If CMO's cannot find a way to seamlessly integrate their communications across all channels and then measure the results in a meaningfully way they will not succeed in this new world of the multi-channel consumer.

This video summarizes IBM's survey of CMO's and the challenges they face in today's multi-channel, data rich world.

http://www.youtube.com/watch?v=KZDMNU9q5DY