The adventures of an analog engineer and digital storyteller who studies emerging networks and their impact on the great game of business.
Mar 9, 2011

The most recent version of the CMO Survey shows how companies still view social media as an axillary function instead of something valuable enough to integrate into their overall communications plans.

When asked to describe how effectively social media is integrated with their firm’s overall and marketing strategies, 421 CMOs gave it a resounding meh (3.4 on a scale of 1-to-7). More specifically, 25% described their activities as not effective at all–the lowest ranking on the chart–compared with only 6% who described their program integration as very effective.

It’s clear that CMOs still don’t understand the ramifications of the massive communications revolution happening around them. Instead of building integrated strategies on top of powerful new content delivery systems, they’ve opted for a Frankenstein approach to marketing–bolting disparate social media appendages awkwardly onto their traditional processes.

What’s even more disheartening is how excited various social media experts are about CMO bullishness, as respondents plan to grow social media spending from 5.6% of their overall corporate budgets today, to 9.9% next year, and a whopping 18.1% in five years! But where do they plan to spend this money?

  • Marketing research and intelligence
  • Marketing consulting services
  • Developing knowledge about how to do marketing
  • Integrating what we know about marketing
  • Marketing Training

We have such a long way to go. Until companies can integrate social mediums into their overall communications strategies, they’ll continue to live through a horror movie best described as Frankenstein meets Groundhog Day.

The entire CMO Survey can be downloaded here.

Photo Credit: Wikimedia Commons


Great post, Ron. All that ignorance only means one thing — competitive advantage for companies who decide to integrate social media in their marketing. Or better yet, start with social media and build from there.

The CMOs obviously still fear social media, I’d go one better and call it “Abbott and Costello Meet Frankenstein.” One of my favorite movies as a kid, btw.

Mike Kilroy
March 11, 2011

Ron, have you read Harvey Weinstein’s column in Newsweek on his Favorite Mistake? He writes: I bought controlling interest in an Internet company called A Small World. The company functioned just like Facebook…. The first thing we did was concentrate on selling ads. Meanwhile, all the other sites concentrated on services…. The other social sites kicked my butt.

Deb Bartle
March 11, 2011

Thanks, Deb. I loved the article. I like how he says how technical folks “…treat their technology like it’s art.” Here is a link to the article

March 17, 2011

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