50% CEOs believe marketing doesn’t drive behaviour change

It’s business not as usual in India. The number of new categories and young brands that have emerged in India in the past 10 years have surpassed those in decades past. It’s chaotic. It’s dramatic. And as India assimilates into a more borderless world, the consumer too has evolved. This means that marketing has had to level up.

Naturally, questions are being asked on the role of marketing. Are organisations chasing the right success metrics? Is marketing’s influence over the corner office and the board increasing, or decreasing? Is marketing falling off the grid? Is everyone aligned?

A recent survey conducted by The Womb in collaboration with Quantum Research Partner, saw a sample size of 200 people weigh in. The group was made up of 33% CEOs, 17% CFOs and 50% CMOs.

The report offers insights into the consumer and spending behavior of Bharat Z that make them stand out from their metro counterparts. Such as 83 per cent of respondents selected print media as their top source of daily media consumption for information while 86 per cent chose television as their main source of daily media consumption for entertainment.

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