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Get your hands on our high-quality Relationship Marketing PowerPoint template to describe a marketing approach focused on creating a meaningful relationship with customers and keeping them engaged with the brand for a long time. Your search for a modern and professionally crafted PPT ends here!

Brand managers, marketing experts, and sales heads can utilize these impressive PowerPoint slides to explain the importance and objectives of relationship marketing. You can also highlight this marketing approach's process and basic elements.

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Use our graphic-rich Relationship Marketing PPT template to describe the form of marketing that emphasizes establishing and maintaining lasting relationships and long-term engagement with customers to achieve high profitability. Marketing heads and executives can use this 100% customizable deck to highlight the significance of this marketing approach in helping companies build a healthy and reliable database of customers, thereby letting them reach their revenue goals easily and scale faster. You can also use this set to discuss the role of this marketing in enhancing the product value and building stronger brand resilience. 

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What’s Inside the Deck?

• A beautifully designed infographic depicts the five segments of relationship marketing.
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• The objective has been showcased clearly and concisely.
• A comprehensively crafted diagram presents the relationship marketing system in a comprehensible manner.
• A uniquely crafted pattern depicts the major elements of relationship marketing.
• A gorgeously designed pattern gives an overview of how relationship marketing works.
• The significant characteristics have been given through a listicle in an easy-to-understand manner.
• The users of this set can effortlessly customize its design components, such as colors, illustrations, shapes, and content, without any technical skills or prior editing experience.
• You are just required to download the PPT once to use the designs lifelong.
• We have designed this template after meticulous research to ensure that there is no copyright violation. 
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Stages // require(['jquery'], function ($) { $(document).ready(function () { //removes paginator if items are less than selected items per page var paginator = $("#limiter :selected").text(); var itemsPerPage = parseInt(paginator); var itemsCount = $(".products.list.items.product-items.sli_container").children().length; if (itemsCount ? ’Stages’ here means the number of divisions or graphic elements in the slide. For example, if you want a 4 piece puzzle slide, you can search for the word ‘puzzles’ and then select 4 ‘Stages’ here. We have categorized all our content according to the number of ‘Stages’ to make it easier for you to refine the results.

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Building Customer Relationships Through Effective Marketing

Published by Carmella Kennedy Modified over 9 years ago

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Presentation on theme: "Building Customer Relationships Through Effective Marketing"— Presentation transcript:

UNIT C The Business of Fashion

Marketing and Consumer Behavior

Part Three Target Market Selection and Research Target Markets: Segmentation and Evaluation 7 7.

Part One Strategic Marketing and Its Environment 1 1 Marketing’s Role in Business and Society.

Target Markets: Segmentation and Evaluation

Business Markets and Buying Behavior

Unit 3 Basic Marketing Concepts

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

Copyright © Houghton Mifflin Company. All rights reserved. 1–11–1 Marketing Deals with Products, Price, Distribution, and Promotion The Marketing Mix –Four.

© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Foundations of Business 3e

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 11 | Slide 1 Marketing Chapter11.

Customer-Driven Marketing

What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services.

1 | 2Copyright © Houghton Mifflin Company. All rights reserved. Part One Understanding And Managing Marketing Strategies.

UNDERSTANDING PRINCIPLES OF MARKETING

Copyright ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or.

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© 2024 SlidePlayer.com Inc. All rights reserved.

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Relationship Marketing - PowerPoint PPT Presentation

Relationship Marketing

Definition. has been difficult to define precise nature of relationship marketing ... salesperson is main interface. limited customer commitment ... – powerpoint ppt presentation.

• Tourism Marketing Communications
• Practice of building long term positive relationships with key parties
• Has been difficult to define precise nature of Relationship Marketing
• Can be seen as purely database marketing, a result of improved technology
• Formal and structured interaction between organization and customers
• Cheaper to retain customers than to acquire new customers
• Technology facilitates Relationship Marketing
• Consumers increasingly seek dialogue with producers rather than receive passively (The Internet)
• Erosion of traditional branding approaches
• Basic marketing - Simple transaction
• Reactive marketing - Basic service levels
• Accountable marketing - Producer evaluates transaction with customer
• Proactive marketing- Dialogue established with customer informing and enquiring
• Partnership marketing -Producer manufactures service through dialogue with customer
• High costs (5x) of acquiring new customers in increasingly competitive environment
• Existing customers give supplier greater proportion of business
• Referrals to new clients from existing clients
• Existing clients less price sensitive
• Tactical level - RM used as a sales promotion tool for instance loyalty schemes
• Strategic level- tying in customers through legal, economic and geographical bonds
• Philosophical level- RM as a means of focusing on the primacy of customer needs, dealing with customer life cycles not product life cycles
• Traditional transactional
• Focus on single sale
• Short term orientation
• Anonymous buyers
• Salesperson is main interface
• Limited customer commitment
• Quality is responsibility of production
• Relationship marketing
• Focus on customer retention
• Long term orientation
• Tracking of identifiable buyers
• Multiple levels of relationships between buyer and seller
• Quality responsibility of all
• Measure customer retention by segment
• Identify causes of defection, complaint analysis, benchmarking
• Corrective action to prevent defection endorsement from top management, switching barriers
• Develop best practice

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Relationship Marketing Campaign For Improving Conversion Rate Ppt PowerPoint Presentation Complete Deck

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Relationship marketing trends worth paying attention to in 2023.

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President of NOW Marketing Group . On a mission to return relationships to the forefront of business marketing.

From chatbots and Web3 to personalization and AI, relationship marketing is no longer just about the customer relationship; it’s also about understanding how your business relationships and processes will evolve. I’d be sharing a farce if I didn’t say I believe the most important thing a brand must focus on is relationship marketing in 2023 to grow organic, sustainable and profitable results. Brand culture, character and a real commitment to doing what’s right for customers—not just what’s easy—will be a true differentiator.

Only brands that are willing to focus from the inside-out to build the foundation for growth momentum will succeed—meaning marketing is only going to amplify what’s already at the core. We can’t buy community, reputation, loyalty or trust. It must be earned and grown through building deeper relationships—turning followers into real fans, clients into our most prominent advocates, team members into our biggest evangelists, and community into our most prominent collaborators.

To stay ahead of the curve, you need to understand what relationship marketing trends are emerging in 2023 and invest in technologies that help you build stronger connections with customers. Here are emerging marketing trends that savvy brands will focus on this year:

Personalization & Automation

Through technology, we can now quickly respond to customer preferences and capture attention through sophisticated targeting capabilities. This will power more personalized experiences and create an even more competitive landscape.

Automation will be used to enhance efficiency, increase scalability, reduce costs and deliver faster results. Companies must invest heavily in data-driven marketing and customer relationship management (CRM) to acquire, convert and retain customers. This will allow brands to save time while continuing to keep the personalized element of their communications intact.

Brand Loyalty

Brand culture directly impacts brand marketing. Brands will need to focus more on employee retention and, in turn, client loyalty as a goal and deliberate part of their overall marketing strategy. Internal marketing campaigns should focus on growing culture, consistency and company competency.

Externally, brands will also need to look into building loyalty through direct communication channels via conversational marketing. This includes dark social initiatives, leveraging nano-influencers and crowdsourcing.

Dark Social

Dark social describes the invisible shares and conversations that happen on messenger apps, email and text. It’s what people are saying to and about your brand in private online communities.

While these communications are nearly impossible to track in analytics because they are happening in private channels, dark social is extremely important and influential because it shapes people’s perceptions of your brand.

Dark social channels such as Messenger, Text, WhatsApp, Snapchat and Instagram are important tools for connecting with customers. They enable more personalized conversations and allow brands to build trust and loyalty while providing an immersive experience.

Dark social also offers an excellent opportunity for businesses to gain valuable insights into customer behaviors and preferences, allowing us to tailor marketing messages to our target audiences.

Through dark social, businesses can create highly targeted campaigns explicitly tailored to a customer’s needs, leading to better conversions and higher ROI. These campaigns are created as a direct result of feedback shared through these channels.

Nano-Influencers for Micro-Targeting

Companies will increasingly leverage nano-influencers to reach niche target markets. Nano-influencers have a smaller but more engaged following and can effectively micro-target marketing campaigns to achieve better results.

Crowdsourcing

The use of data analytics will be essential for success. To gather insights on customer behavior and preferences, allowing us to better anticipate what our customers want, brands should consider crowdsourcing ideas from customers via platforms like Reddit.

Live Video Selling

Live video selling on Amazon, social media channels and new built-in tools will continue to rise—especially with studies showing that consumers prefer video when learning about a product/service.

Live video is an amazing place to show up authentically and consistently to showcase your expertise and your brand’s personality.

Because of the unfiltered and authentic nature of live video, it is the perfect type of content to enhance customer relationships because you’re able to answer questions and solve problems for your audience in real time.

A Focus On The Customer Experience

We need to develop a deeper understanding of our customers’ emotions, needs and wants by tapping into customer data and analytics. We anticipate an evolution in digital marketing, which will be driven by technology and utility, as well as a sharper focus on the customer experience.

Organic content will be even more critical, as many customers are becoming increasingly wary of intrusive advertisements and spam emails. Companies must create engaging, high-value content that resonates with their target audience to capture attention and build trust.

A Growing Need For Brand Strategists

We must become agile and focus on seizing opportunities to reach customers with the right message at the right time. We must forecast and sense before we seize all the rapid changes around us. We must respond quickly to changing customer trends and interests. Companies will need an effective and responsive brand marketing strategist to lead all of these moving parts.

Relationship Marketing

Relationship marketing will remain an essential part of your strategy. Investing in relationship marketing now will ensure that your customers know you, trust you and feel comfortable making purchases from your business. We must be prepared to offer a customer experience beyond product and service delivery. Focus on being more compassionate and empathetic in your approach to connecting with customers.

Marketing has evolved to us creating an authentic brand manifesto and providing an immersive, personalized customer journey beyond just product promotion, beginning with our focus on developing a solid company culture rooted in trust and fostered through collaboration. This is the foundation for a successful online marketing strategy in 2023.

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Relationship marketing

Mar 23, 2019

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Richard Mattson, The Partner Marketing Group Let’s Make a Real Plan that Works!. Relationship marketing. Agenda. Welcome & Introductions A Glimpse at the Possibilities Business’s mission Back to the fundamentals What makes a great relationship? Contrast—SCM vs. CCM

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Richard Mattson, The Partner Marketing Group Let’s Make a Real Plan that Works! Relationship marketing

Agenda • Welcome & Introductions • A Glimpse at the Possibilities • Business’s mission • Back to the fundamentals • What makes a great relationship? • Contrast—SCM vs. CCM • A case that worked and one that didn’t • Phases of a relationship and marketing’s role in each phase • Building a profitable RM program

A Glimpse at the possibilities Revenue of a Technology Company Comparing Strong vs. Weak Relationships 64% 56% 50% 148% Source: Proprietary Company Analysis

One argument What is business’s mission? Business’s mission is to grow shareholder value! Business’s mission is to create and serve customers!

To be successful, businesses must • Create and serve customers • Grow shareholder value • If a business over-emphasizes one at the expense of the other, it may see some short-lived “success spikes” in the direction of its focus, but it will not survive long term What is business’s mission? Huh?! Whazza?!

Another argument What drives effective RM? Naah! Effective Relationship Marketing relies on really nailing the marketing basics. It’s more about the “M” in “RM!” Effective Relationship Marketing brings out the humane side of the business. It’s about the “R” in “RM!

Relationship Marketing is not an alternative approach to marketing; it is how effective companies in the 21st century will market. • It calls for making hard, focused marketing decisions such as rigorous customer selection and product portfolio • And it calls for infusing your marketing with powerful Human Factors • A business that over-emphasizes one at the expense of the other will face sub-optimal performance compared with competitors who balance these dimensions. What Drives effective rm? Aaaargh?! #%!0#?!

the product-customer basics • Economic segmentation • Profitable, unprofitable relationships • Customer defections • Your strengths and weaknesses • What are customers buying, not buying? • How will you adapt? • Kinds of customers • Nature of offerings • Differences among your competitors & their customers • Where are your competitors successful and not? Why? • Gap analysis • Competitive opportunity • Unmet opportunities

Understanding the relationship piece is critical to driving the customer value formula This is where “Human Factor Marketing” plays The softer side of rm Is this going to get all touchy feely? Not with you, bozo brain!

What makes a great personal relationship? (Think about your best friends.) What makes a great vendor-customer relationship? First, Let’s do some work together

Once you’ve done the work to refine your “customer value” strategy, you can turn to the Human Factors in marketing. Human Factors activate your communications strategy, bringing the emotional dimension into your strategy. Customer Value + Human Factors = The Total Entity…but it does not describe how to effectively move that “Total Entity” into the market. That is the job of your Relationship Marketing Strategy. The role of human factor marketing

Steps toward Human factor marketing

Identify some critical characteristics of an effective relationship marketing program? Brainstorm

It replaces start-and-stop campaigns with an ongoing engagement process. It becomes the way you go to market. It recognizes that prospects are at varying stages of the buying process at all times (including those “resting” customers who have no immediate need). It hinges on trust, providing value, relevance, and synching with customer rhythms. Thinking about an rm strategy Is he going to get to the point? Soon, I hope!

Relevant solution & engagement options Relevant gifts of value Components of an RM program

Hold Live Event Deepen Solution Awareness - case study Quick customer stories Offer onsite assessment Relevant business insight Relevant business insight Elicit hidden pains Relevant business insight Offer on-demand webcast based on event Offer on-demand webcast based on event Elicit hidden pains Relevant gifts of value Relevant solution & engagement options Tele check-in Business Insight Let’s build a basic program Timeframe—about a year BANT Touches 1 2 3 4 5 6 7 8

Revenue, cost Benefits of RM

Is he finally done?! Shuddup, you idiot!!

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Celebrity endorsement can be good for brands, but it’s a complicated relationship

Professor of Marketing, Royal Holloway University of London

Disclosure statement

Sameer Hosany does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

Royal Holloway provides funding as a member of The Conversation UK.

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The UK’s advertising watchdog has banned online adverts for two nutrition brands, for their failure to disclose a well known businessman’s financial interest in the companies. Huel and Zoe had run adverts featuring testimonials from the entrepreneur and podcaster Steven Bartlett, who also appears on the popular BBC show Dragons’ Den.

The Advertising Standards Authority ruled that revealing Bartlett’s commercial relationship with the companies was key for customers to make an informed decision about the product. Not to do so, according to the regulatory body, was “misleading” . The two companies had argued in response that the average consumer would understand the commercial relationship and that explicit disclosure was unnecessary.

The controversy certainly highlights the sometimes blurry world of celebrity endorsements. Research has shown just how damaging such partnerships can be for both businesses and celebrities when things go wrong – and what they can do about it.

For most celebrities, whether they’re actors, athletes, musicians, chefs or models, chances are that some business would like to be associated with them and their popularity. And evidence does suggest that celebrity endorsements can have a positive impact on brand recognition, consumer behaviour and sales.

Big companies know this, and are often prepared to spend huge amounts of money seeking fame and influence. For example, McDonald’s once spent more than US$8 million (£6 million) launching a meal with branding linked to the Korean boy band BTS. And Nike has been successfully linking itself to elite athletes for decades, becoming one of the world’s most ubiquitous and valuable brands in the process.

But it’s not always a smooth process. When celebrity associations don’t go to plan, brands can be exposed to financial risk and reputational damage. Evidence collected over 25 years shows that a celebrity scandal can result in a decrease in stock prices for brands they endorse.

Back in 2009, firms linked to the golfer Tiger Woods lost up to US$12 billion as share prices dropped over 2% after revelations emerged about his personal life . Companies including Nike, General Motors, Gatorade, Gillette and TAG Heuer were faced with difficult decisions about how to mitigate the damage.

Research also suggests that brands should be prepared to terminate their relationships with celebrities. But in practice, there is a high degree of uncertainty about how to respond to these issues.

Another study indicates that a high proportion (59%) of companies faced with such situations actually decided to do nothing, preferring to wait for the whole thing to blow over.

Of course, complications can occur in the opposite direction too. And some contracts contains “reverse moral clauses” which allow celebrities to suspend or terminate their contracts if a company they are linked to is involved with some kind of political, social or environmental scandal.

For example, Lady Gaga ended a partnership with Target when the retailer received criticism over donations to a political action group perceived as being anti‐LGBT. ( Target responded that it was committed to the LGBT community). And Canadian singer The Weeknd cut ties with H&M after it was accused of racist marketing. (H&M apologised .)

These potentially complex relationships may be behind a noticeable shift in the world of celebrity endorsements – when famous people, rather than being the face of someone else’s company decide to set up their own brands.

Celebs going solo

Hollywood actors Ryan Reynolds and George Clooney for example, are said to earn more money from their alcohol brands (Reynolds makes gin while Clooney prefers tequila) than they do from acting. And retired tennis superstars Serena Williams and Maria Sharapova generate significant revenue from their clothing and skin care lines.

Kim Kardashian – who once said , “I’m an entrepreneur, ambitious is my middle name,” – launched a clothing brand which four years later was valued at US$4 billion . YouTubers KSI and Logan Paul combined their online popularity with astute marketing tactics to run a highly successful energy drink brand.

These entrepreneurial moves demonstrate the profitable power of fame in business. And by setting up their own brands, the risks of attaching your famous name to a company that becomes problematic or controversial is reduced.

Name recognition and huge social media mean celebrities can call more of the shots and enjoy greater creative autonomy . And there is evidence that consumers have a more favourable attitude towards brands which are celebrity-owned brands versus those that aren’t.

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It Ends With Us is about an abusive relationship. So why is the marketing so light-hearted?

Promotion for blake lively's new film sometimes detracts from serious subject matter, critics say.

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WARNING: This article may affect those who have experienced​ ​​​sexual violence or know someone affected by it. 

As audiences flock to see  It Ends With Us in theatres, there's concern that the movie's breezy marketing campaign is sending the wrong message about its serious subject matter — intimate partner violence.  

Starring Blake Lively and Justin Baldoni, who is also the film's director, It Ends With Us is based on the bestselling Colleen Hoover novel of the same name. The movie, which has surpassed the $100 million US mark at the box office, chronicles the life of protagonist Lily Bloom as she navigates a relationship with an abusive partner.

Critics have raised concerns that promotional material for the film, much of it featuring Lively speaking with other cast members in light-hearted segments set in a flower shop, is inappropriate considering the story's subject matter. 

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People who work with those who've experienced intimate partner violence in Canada say it's a good thing that the subject is receiving media attention, but that it's also important that audiences understand some of the complexities of abusive relationships that may not be captured in a Hollywood movie. 

Is the It Ends With Us marketing missing the mark?

Hollywood not likely to tackle issue of abuse.

Karen Mason, the executive director and co-founder of Supporting Survivors of Abuse and Brain Injury Through Research (SOAR) has been following the marketing of It Ends With Us  and says it's clear the movie's promotion is more focused on the romance angle.

"While that seems a bit odd to me, given the focus on intimate partner violence is such an important part of the story, we have to understand this is Hollywood, this is a commercial film," she said. 

"The goal is to get bums in seats eventually and make money."

Mason says she thinks there's only so much that can be done within the Hollywood promotional machine to focus on intimate partner violence because people don't want to talk about it.

"We don't like to admit that it's going on, particularly to the extent it is," she said. "We know in Canada , 44 per cent of women and girls — that's almost half — report violence at the hands of a partner in their lifetime."

Mason noted that many women don't report or acknowledge abuse because of shame, stigma, or the fact that they may not even recognize that it's occurring in their relationship.

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She says interviews that she's seen from director Baldoni, who also plays the abusive partner in the film, have been more focused on the film's subject matter.

"Justin Baldoni seems to be making an effort to focus on the fact that intimate partner violence is a key piece of this story and of Lily's story, and bringing up the issue quite quickly in interviews and not making it necessarily about himself but about women," Mason said. 

However, a clip of Lively urging potential viewers to "grab your friends, wear your florals, and head out to see it," has drawn particular ire .

Mason says that line didn't sit well with her and probably didn't sit well with others, either. 

"While absolutely women should go together and support each other in seeing this film, I think suggesting it's a fun girls night out where you might, you know, go for a pedicure, a manicure and a glass of champagne first isn't necessarily appropriate."

While she thinks Lively has had some insightful things to say on the film's subject matter, Mason says those comments are often buried in the interview, while lines like "wear your florals" go viral.

In recent days, Lively has also used her Instagram account to share a list of resources for those who have experienced intimate partner violence. The film's Instagram account has also shared a viewer's guide.

Real life complexity

Anuradha Dugal, the executive director of Women's Shelters Canada, says the movie's story skips over difficult aspects of leaving an abusive relationship.

"The journey that this character is on is tied up quite neatly," she said.

Dugal points to the protagonist experiencing minimal on-screen friction after broaching the topic of divorce with her abusive partner, having that partner's sister support her and ending the movie with a potential new romance as elements that make the experience of leaving an abusive relationship appear more simple than it can be in real life.

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While Dugal says that may be a nice outcome in the case of the film, she says it's rare in real life, where "cases are very much more complex" and require women's shelters to offer a variety of services and resources.

"Shelters in Canada don't just offer, like, a bed to sleep in or a transition period," she said. "They also offer safety planning. They offer housing support, they offer immigration support. They offer financial management skills. They offer support with custody battles."

"This film glosses over a lot of that," said Dugal, adding that it's important that more people become familiar with the reality of the subject matter. 

She says if people go into the film understanding that it's just a representation of a real-life situation and are willing to listen and learn about what resources are available, how prevalent abuse is and how they can help shift that, "then in essence, the movie has done something that I can accept." 

But Dugal says she worries about what happens if the movie results in people thinking that leaving an abusive partner is easy and everything will work out. She says this can result in people judging the women in their lives and wondering why they don't just leave like Lily Bloom does.

"Then there's a problem."  

In a clip shared by The Associated Press Wednesday, director Baldoni said that he can imagine how hard it would be for anyone who has actually lived intimate partner violence to imagine their experience being part of a romance novel.

Justin Baldoni is responding to online critics who say "It Ends With Us" glorifies domestic violence. He directed the drama and and stars in it alongside Blake Lively. <a href="https://t.co/y8Wpvb0NUq">pic.twitter.com/y8Wpvb0NUq</a> &mdash; @APEntertainment

"To them, I would just offer that we were very intentional in the making of this movie," he said.

Both Mason and Dugal say anyone who is experiencing or has experienced intimate partner violence and is looking for support can use sheltersafe.ca , a national website created and run by Women's Shelters Canada, which offers a nationwide map with links to resources.

For anyone affected by family or intimate partner violence, there is support available through crisis lines and local support services . ​​If you're in immediate danger or fear for your safety or that of others around you, please call 911.

ABOUT THE AUTHOR

Joseph Pugh is a writer with the Entertainment department at CBC News. Prior to joining CBC he worked with the news department at CHLY, Nanaimo's Community radio station, and taught math at Toronto's Urban International School. He can be reached at [email protected]

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New Research Finds 79% of CMOs Believe the Marketing-Security Partnership Is Extremely or Very Important to Acquire, Maintain and Secure Customer Data for Competitive Advantage

SAN. JOSE, Calif. (Aug. 21, 2024) – The CMO Council , in partnership with KPMG, today announced the release of a new report, entitled “ Marketing & Data Security: The Unlikely Brand Building Partnership ,” examining the marketing and security relationship and how marketing leaders can preserve brand reputation amid rising data privacy and security concerns.

The report found that 79% of CMOs believe the marketing-security partnership is extremely or very important to acquire, maintain and secure customer data for competitive advantage. Yet a third of marketing-security partnerships are not collaborating effectively.

This represents an opportunity for marketers and security pros to deepen their collaboration by overcoming hurdles such as misaligned priorities, inadequate understanding of roles, lack of communication, etc.

Download “Marketing & Data Security: The Unlikely Brand Building Partnership” at: https://www.cmocouncil.org/thought-leadership/reports/marketing-and-data-security-the-unlikely-brand-building-partnership

Key findings of the report include:

• 79% of marketing leaders said the marketing-security partnership is extremely (44%) or very (35%) important to acquire, maintain and secure customer data for competitive advantage
• 33% of marketing-security partnerships are not collaborating effectively
• 84% of marketing leaders said AI and machine learning initiatives pose a growing security threat
• 32% of less collaborative marketing-security partnerships communicate only during a crisis

“A strong marketing-security partnership preserves brand reputation in an environment rife with privacy concerns, proving a strong security commitment can also help build the brand,” said Donovan Neale-May, executive director of the CMO Council. “Conversely, a weak partnership can lead to data disasters which will erode brand reputation as well as customer and employee trust.”

Unlocking a modern marketing strategy requires alignment and collaboration between marketing, security and other C-suite peers. To strengthen the CMO-CISO partnership, CMOs should:

• Understand the widespread impact that the marketing-security partnership has on your business, both internally and externally
• Get granular when determining what efforts to take to ensure data protection
• Prepare to be at the forefront of AI by acutely examining your data collection, storage and usage across functions
• Invest in training and education to improve understanding of roles and responsibilities between marketing and security to make communicating easier and more frequent

“While marketing departments want to use AI, customer behavioral data, and the Internet of Things to personalize customer interactions, they pose significant security risks,” said Bret Sanford-Chung, Managing Director, US Marketing Consulting, KPMG LLP. “However, marketing and security can preserve brand reputation, ensure data-driven decision-making, and deliver better customer experiences by collaborating on data security and marketing strategies. It is important to invest in training and education to improve understanding and communication between marketing and security.”

Orson Lucas, Principal, Cyber Security Services, KPMG LLP, said, "The research highlights the critical need for collaboration between marketing and security leaders in order to safeguard and grow brand trust. By overcoming hurdles and deepening their partnership, marketers and security professionals can effectively address rising data privacy and security concerns, preserving brand reputation and ensuring competitive advantage."

Methodology

The report is based on a survey of over 256 marketing leaders across industries and geographies. Additionally, we conducted in-depth interviews with executives from Teradata, The Doctor’s Company, PSEG Long Island, Trustwave, and others.

About KPMG LLP

KPMG LLP is the U.S. firm of the KPMG global organization of independent professional services firms providing audit, tax and advisory services. The KPMG global organization operates in 143 countries and territories and has more than 273,000 people working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such.

KPMG is widely recognized for being a great place to work and build a career. Our people share a sense of purpose in the work we do, and a strong commitment to community service, inclusion and diversity and eradicating childhood illiteracy. Learn more at  www.kpmg.com/us

About CMO Council

The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. For more information, visit  www.cmocouncil.org .

Media Contacts

For media inquiries, contact Andreas Marathovouniotis ( amarathovouniotis@KPMG.com ) or Kevin Sugarman ( ksugarman@cmocouncil.org ).

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