The fifth annual PRWeek/Manning Selvage & Lee Marketing Management Survey polled 279 U.S. chief marketing officers, VPs of marketing, and marketing directors on new media/consumer generated media, integrated marketing and industry ethics.
Concenring CGM, the findings are more than a bit discouraging. Only 22% said they were “very willing” to allow consumers more control. Others said it could harm their businesses and there is no clear return on investment.
Mark Hass, global chief executive officer of Manning Selvage & Lee, said, “ROI is a convenient explanation for not engaging consumers in a very meaningful way.”
In other words, risk means possible failure and that’s not an option. Not when CMOs have 10,000 sf homes, club memberships and kids on their way to Brown.
[via Ad Age]
