Quick Study: CCOs, CMOs Work In Harmony, With One Exception; More Than a Third of B2Bs Shun Social Media

According to the 2012 Cone Communications Holiday Trend Tracker, consumers want more information about how their purchases will make a difference (top); and cause-related purchases will make them feel good during the holidays. â–¶ Social Media Causing CCO/CMO Strife: Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) continue to battle over the “ownership” of social media, according to results from a new national survey of senior-level marketing and communications pros by PR agency Makovsky. While nearly 86% of those surveyed say that CCOs and CMOs work well together on more traditional corporate and brand identity programs, more than 74% cite responsibility for social media as an area in which they fail to collaborate effectively. Other findings include: • Nearly three-quarters (74%) of the respondents feel that marketing and public relations departments were successful at collaboration on content and thought leadership strategies and tactics. • Asked what marketing leaders can learn from their public relations colleagues, 85% cite “the power of storytelling and thought leadership.

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