Companies of all industries and sizes are experiencing a groundbreaking shift: New direct-to-consumer brands that have been around less than a year are challenging 100-year-old brands. Dollar Shave Club, BarkBox, Casper, and the list could go on and on. Driven by the success of online marketing, digital advertising has become the front line and a pivotal factor in determining a brand’s future.
So, it’s not surprising that marketers worldwide will spend over $515 billion on digital advertising by 2024. With total advertising investment in five years projected to be around $800 billion, we’re seeing the digitization of advertising budgets achieve meaningful scale. And yet, many CMOs are still struggling to communicate their digital marketing results in a way that gets leadership buy-in. In fact, recent research shows that over 80% of CMOs say aligning their marketing strategy with corporate goals keeps them up at night.
Released last week, our president Jay Friedman’s newest book Prove Your Advertising Works is specifically designed to flip the script and showcase marketing as a growth engine within a company. The book reveals the challenges CMOs face in harnessing, communicating and acting on digital marketing results and offers powerful tools for CMOs on how to discuss marketing’s results confidently and in terms that leadership values.
It’s a quick read but packed with plenty of powerful tips and tools. We’ve rounded up a handful our favorite insights here to inspire you.