By Sarah Vizard

The research, conducted by The CMO Club in partnership with IBM, found that among the 100 CMOs surveyed there has been a significant change in how budgets are allocated. 

Instead of spending money on raising awareness and the top of the purchase funnel, CMOs are more focused on investing their money across the entire customer journey.

Drastically changing customer journeys

There is a general understanding among CMOs that customer journeys have drastically changed.

“This spending shift comes at a time when consumers have begun engaging businesses from multiple channels, researching products on their mobile device, purchasing from their tablet and then picking them Read full story ›

Source: Marketing Week