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Adobe: How To Dominate The Subscription Economy

This post was co-authored with Nikita Avdiushko, a second year MBA student, and Caroline Vincent, a former MBA student, both from the Fuqua School of Business, Duke University. The Subscription Economy, a term that was relatively...

Big Brands and Political Activism: What Do Marketers Think?

Brand political activism feels fresh and new in an era of pervasive social media and a president who never tires of Twitter. Companies that decades ago would have maintained a studied silence are now weighing in...

Digital Marketing Spend Roars Despite Weak Privacy Concerns and Capability Performance

Results from the August 2018 CMO Survey indicate that marketers are charging ahead with digital spending. At the same time, concerns about privacy and the state of digital marketing capabilities lag. Let’s begin with the spending....

Social Media Spending, Use And Distraction?

Results from the February 2018 CMO Survey indicate that companies currently spend 12% of their marketing budgets on social media. This is up from 3.5% in 2009 when this question was first asked. This increase is...

What Marketing Leads In Companies

Results from the February 2018 CMO Survey indicate marketing leaders are experiencing higher levels of responsibility in their organizations. Marketing leads the following activities in most companies: brand, digital marketing, advertising, social media, public relations, promotion,...