How CMOs Play a Strategic Role in Corporate Leadership; COVID-19's Impact in Latin America

We take a look at how, in the age of performance marketing, CMOs can measure their success and elevate their roles within the C-suite. We also examine how the coronavirus pandemic will affect consumer behavior and business operations in Latin America. March 27, 2020 [How CMOs Play a Strategic Role in Corporate Leadership; COVID-19's Impact in Latin America](/VALm002D7p0G300SpL9QkM0)   Before the shift to digital, marketers didn’t have a measurable way to track their companies’ growth, which would allow them to prove their worth. As Deloitte Digital's CMO Alicia Hatch put it, “In the C-suite, we were essentially speaking Mandarin to English speakers. No one understood what we were talking about.” But now in the age of performance marketing, CMOs have the ability to measure their success, which can help elevate their roles in their companies. For our report “The Future of the CMO,” we spoke with more than 60 marketing leaders about how they communicate their worth and navigate corporate leadership. Chris Brandt, CMO, Chipotle One of the most important things is aligning with what the CEO expects from the marketing piece. For most of my career, I've worked with CEOs who are former marketers, so I wasn't in a position where I had to justify the marketing job. But there are jobs where everybody's suspicious of marketing. It's just like understanding your consumer, you’ve got to understand your manager or your CEO—and understand what makes them tick. It's also important for the CMO to have a great relationship with the CFO. It's a very competitive environment. And once growth doesn't happen, for whatever reason, the CMO can become the face of "We're going to get rid of you and try somebody else." And that's unfortunate, because it's not always their fault. [Read the full article.](/VALm002D7p0G300SpL9QkM0) [Programmatic Investment in Digital Advertising]( Staying informed of key trends impacting programmatic advertising is key for marketers looking to improve their programmatic strategy. Learn what’s in store for open markets and private marketplaces, the role data & privacy concerns will play and more.  [Download Now]( [The Weekly Listen: Online Video Dating, the Un-College Movement and Why You Can't Trust the Internet](   eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna discuss if people are falling back in love with their TVs, if online video dating will work, why we can't (yet) trust the internet, brands building goodwill during the pandemic, the un-college movement, what the average person looks like and more. [Listen in.]( [chart-image]( [Report: Direct-to-Consumer Brands 2020](/VALm002D7p0G300SpL9QkM0)   While the direct-to-consumer (D2C) brand movement has flourished in recent years, the segment is reaching a critical juncture. And as markets rationalize, the next great brands will start to separate from the also-rans. In this report, we break down our inaugural US D2C ecommerce sales forecast, detail the latest trends in the space and analyze how D2Cs can best position themselves for long-term growth. [Read the executive summary.](/VALm002D7p0G300SpL9QkM0) [chart-image](/VALm002D7p0G300SpL9QkM0) [You've Got (Too Much) Mail](/VALm002D7p0G300SpL9QkM0)   As Americans across the country prepared for major social distancing measures to mitigate the coronavirus pandemic, pantries—and inboxes—have never been so full. [Read the article.](/VALm002D7p0G300SpL9QkM0) [chart-image](/VALm002D7p0G300SpL9QkM0) [COVID-19 Impact: Latin America](=/VALm002D7p0G300SpL9QkM0)   eMarketer research analyst Matteo Ceurvels discusses the impact of the coronavirus pandemic in Latin America. He breaks down the latest developments on consumer behavior and business operations in Argentina, Brazil, Peru and more. [Watch now in English and Spanish.](=/VALm002D7p0G300SpL9QkM0) =/VALm002D7p0G300SpL9QkM0 eMarketer and Business Insider Intelligence have joined forces to become the leading research company focused on digital transformation. This video series leverages research and analysis from both eMarketer and Business Insider Intelligence. =/VALm002D7p0G300SpL9QkM0 ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/VALm002D7p0G300SpL9QkM0) | [Change email address](=/VALm002D7p0G300SpL9QkM0) | [Update preferences](/VALm002D7p0G300SpL9QkM0) | [Advertise](=/VALm002D7p0G300SpL9QkM0) [Select "Research Submissions"](=/VALm002D7p0G300SpL9QkM0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/VALm002D7p0G300SpL9QkM0   =/VALm002D7p0G300SpL9QkM0