Ooni Koda
  1. Home
  2. /
  3. Newsfeed
  4. /
  5. Deloitte study: six out of ten marketing leaders...

Deloitte study: six out of ten marketing leaders used artificial intelligence (AI) in their activities over the last year

December 14, 2023

Despite the fact that artificial intelligence (AI) has only recently gained momentum, marketing leaders have already used this technology in their activities over the last year, according to six out of ten respondents (60%) at the latest edition of Chief Marketing Officer (CMO) Survey, conducted by Duke University with the support of Deloitte. The report also shows that AI adoption has an effective impact on organizations, with marketing leaders mentioning that sales productivity has improved by 6% and customer satisfaction by 7%, while marketing overhead costs have decreased by 7%.
Content personalization (53%) and content creation (49%) are the two main uses of AI in marketing, the study underlines, followed by improving marketing return on investment by optimizing the content and timing of digital marketing (37%) and programmatic advertising and media buying (35%). In terms of content creation, blogs (65%), website content (62%) and social media (55%) are top areas for which organizations use AI tools.
“The use of AI in marketing is still in its early stages, but its seeds already bear fruit. For marketers, AI might address challenges such as managing and optimizing content among a myriad of channels, providing a seamless and personalized brand experience across different ecosystems and touchpoints or even ensuring regulatory compliance for organizations and avoiding issues such as selling an unsuitable product to a customer, and misinformation. For marketing teams, AI will play the role of an enabler, allowing them to work more efficiently, better understand their customers and cultivate skills that will complete the benefits that technology brings to the table,” said Ruxandra Bandila, Marketing and Business Development Director, Deloitte Romania.
In a post-pandemic world, companies show progress in their digital marketing transformation journey, as almost a quarter of marketers (24%) participating in the survey believe their organizations have fully integrated digital investments, compared to only 14% last year, and 13% of respondents said that organizations leverage digital investments to drive and evaluate marketing decisions, compared to 7% a year ago.
When it comes to spending patterns, increases remain modest. The report highlights that mobile spending registers a slight increase of 2% compared to last year, reaching 16% of the marketing budget, but it is expected to surpass the pandemic high of 23% in five years and reach 27%. Marketers continue to report mobile marketing as contributing weakly to company performance (2.9 on a 7-point scale), especially because of the difficulty of tracking the customer across the journey (40%), of the weak link between the mobile and the broader marketing strategy (38%) and of the insufficient in-house mobile expertise (37%).
Social media spending represents 16% of the marketing budget and is estimated to remain flat in the next 12 months, registering an increase of only 3%. Instead, when it comes to predictions for the next five years, it is expected to surpass the pandemic high of 23% and reach 24%.
When thinking about the skills of future marketing hires, the top priority identified by the survey respondents is the ability to rapidly re-evaluate the approach as new priorities emerge, followed by creativity and innovation skills and the ability of navigating ambiguity. At the opposite side, financial acumen is showcased as the least prioritized skill.
However, organizations don’t rely only on their employees’ capabilities to implement marketing activities. They also turn to agencies, vendors or partners, as marketers are outsourcing 20% of their activities and are predicted to increase this share by 5 percentage points in the next year.
The latest edition of the CMO Survey is based on the responses of more than 300 marketing leaders, active in 15 industry sectors in US.

The information provided by KomuniK

Read in full - click here
EUR 60,000 shelter in Romania's Făgăraș Mountains to be completed this autumn

A mountain shelter is scheduled to open this fall in the Făgăraș Mountains' Curmătura Bratilei area following a EUR 60,000 investment. The shelter, located at an altitude of 2,100 meters, is built by the private ophthalmopediatric hospital Infosan in partnership with the non-profit Carpați Mountain Association and the Brașov Emergency Situations Inspectorate (ISU Brașov). The […]

Trailer released for ‘The Yellow Tie’ biopic on Romanian conductor Sergiu Celibidache

The official trailer for The Yellow Tie/Cravata Galbenă, a major international production about the life of renowned Romanian conductor Sergiu Celibidache, has been released, with the film set to hit cinemas nationwide on November 14. The cast includes John Malkovich and Miranda Richardson, both double Academy Award nominees, along with Ben Schnetzer, Kate Phillips, Sean […]

Romania’s cancelled 2024 presidential elections influenced by Russia, general prosecutor says

The presidential elections held in November 2024 in Romania were influenced by a large-scale hybrid war orchestrated by Russia before they were cancelled, according to general prosecutor Alex Florența. Romania’s presidential election was annulled last December after declassified reports alleged Russian involvement in cyber activities aimed at undermining the integrity...

Maia Sandu, Donald Trump top list of world leaders most trusted by Romanians

Maia Sandu, Donald Trump, and Emmanuel Macron are the international leaders who enjoy the greatest trust among Romanians, according to a poll conducted by Avangarde. The survey, carried out between September 8–14, shows Romanians’ perceptions of the country’s direction, international political leaders, global institutions, and certain foreign policy topics.  The opinion poll revealed that the world […]

Former presidential candidate Călin Georgescu sent to trial for complicity in attempted coup in Romania

Former presidential candidate Călin Georgescu was sent to trial on charges of complicity in an attempted coup, alongside alleged paramilitary leader Horațiu Potra and 20 other people, Biziday.ro reported. He also allegedly benefited from hybrid warfare operations coordinated by Russia during the country’s 2024 presidential election crisis. Romania’s presidential election

The Tour of Romania ended with a real cycling celebration in the center of the Capital

A caravan of 150 cyclists, 90 cars and 25 motorbikes covered 830 km at the Tour of Romania, the most important local cycling competition, organized between 10 and 14 September by the Romanian Cycling Federation, together with the National Agency for Sports and Auchan Romania, the main co-organizing partner. In addition to the elite sports […]