Top Three Marketing Capabilities for Growth

June 12, 2014

With the rise of digital, an increasing array of communication channels, and the enhanced ability to gather consumer and customer information, it’s no surprise that Marketing2020 respondents identified “big data mining and analytics,” “consumer/customer engagement,” and “digital and social media advertising,” respectively, as the top three marketing capabilities for the future (see chart below). Additionally, respondents said that, in the next five years, big data analytics will have the biggest impact on:

  • Consumer understanding and insights (47 percent)

  • Consumer/customer engagement (36 percent)

  • Consumer/customer touch-point planning (29 percent)

Marketing2020 also found that overperforming companies today consistently perform better than underperformers across all 10 of the most important capabilities for the future. However, both over- and underperforming companies still struggle to fully use and capitalize on big data mining and analytics, suggesting a need for enhanced capability-building programs within this space.

(Click on Chart to Enlarge.)

About Marketing2020

Marketing2020Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.


"Top Three Marketing Capabilities for Growth." Marketing2020.