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Agile Computing Authors: Dana Gardner, Elizabeth White, JP Morgenthal, Mike Raia, David H Deans

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Global Marketing Executives Report Feeling Unprepared to Manage Impact of Digital Transformation

Findings from a recent BlueSteps survey of global marketing executives show that 68% of senior-level marketing executives hold a positive view of their company’s overall marketing strategy. Even though the overall view was positive, executives expressed concerns about the impact of digital transformation on their company’s marketing departments. Sixty-eight percent of marketing executives stated that they believe their marketing teams are not equipped to handle the fast-paced changes in digital marketing. These same executives rated social media marketing (32% weak) and email marketing (23% weak) as their companies’ weakest digital channels compared to paid search (23% strong, 23% good) and organic search (36% good), which they selected as their companies’ strongest digital channels.

When asked which social networks their company's marketing plan most prioritized, global marketing executives rated Facebook and Twitter as their number one priority, followed by LinkedIn and YouTube (both in second place.

When asked what, over the next three years, they predict will most impact the Chief Marketing Officer role, marketing executives cited Big Data, mobile and omni-channel marketing as elements that will lead to change in the CMO function over the next few years.

Following the study, BlueSteps will offer a webinar for executive-track marketing professionals on August 15, 2013 entitled How to Get to the Top: The CMO Role. Marketers who participate in the seminar will learn how to better optimize their career management so they are best positioned for CMO opportunities. This seminar will provide a chance for executives to hear from a panel of senior executive search consultants from top executive search firms with strong marketing practices, and who specialize in executive placement for high-level marketing positions. To learn more, please visit https://www.bluesteps.com/products/CMO2013.aspx.

About BlueSteps.com

BlueSteps.com is an online career management service for senior executives. As an exclusive service of the Association of Executive Search Consultants (AESC), BlueSteps enables senior executives to be visible to more than 8,000 AESC member executive search professionals who use BlueSteps to locate candidates. BlueSteps also offers a full suite of career management tools and resources specifically for senior-level executives. For more information, please visit www.bluesteps.com.

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