Survey Indicates CMOs Are Focusing on the Short Term at the Expense of the Long Term

Dentsu Aegis Network spoke with 1,000 marketers about the state of the industry

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Today’s CMOs are faced with a multitude of challenges—new and changing technologies, fewer and fewer eyes on their ads and figuring out how to use the wealth of data available to target consumers.

Dentsu Aegis Network surveyed 1,000 CMOs globally about these challenges and how they can overcome them. Overwhelmingly, there’s a sense throughout the responses that change to how marketers do business is near and necessary but not happening rapidly enough. And the changes these marketers believe need to happen aren’t insignificant: 79% of marketers surveyed believe that marketing executives need to not only optimize company advertising (particularly when it comes to using new digital tools to drive it) but completely transform that end of the business.




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