From Brands to Sales Leads: Measuring Marketing Success
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51% of marketers say marketing communications has become more centralized in recent years, with more than 1/3 bringing marketing work in-house. 4/5 say budgets have been cut and 3/4 see social media as the top trend. Most marketers now focus on driving sales over brand development and generating demand. Nearly half say greater emphasis is placed on evaluating campaigns, especially calculating ROI. Data analysis, making sense of different data sources, and trends analysis are the biggest skill shortages for marketers.
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From Brands to Sales Leads: Measuring Marketing Success
- 1. FROM BRANDS TO SALES LEADS AT A GLANCE HEADLINE TRENDS 51% say marketing communications has become more centralised in recent years. More than 1/3 say they are bringing marcoms work in-house 51% This compares to just 7% who say the trend is to outsource more of the marcoms function. 4/5 say budgets have been cut 3/4 say social media is the top trend BRANDS TO LEADS 68% say greater focus on driving sales Brands® Designer Logo® Just over 1/2 say it's less about brand development and more about demand generation TM Measuring Marketing Campaign Success 93% 9 out of 10 indicated that other than Marketing/PR/Comms teams it is the Sales department who use target market research Sales Leads 25% Brand Perception MARKETERS AS RESEARCHERS Just over half say that keeping track of customers has increased in importance 69% say a greater emphasis has been placed on targeting specific audiences Just under half say a greater emphasis has been placed on evaluation especially calculating ROI in communcations. 93% research their target market & 69% say they are constantly gathering insight from their target markets CHANGING SKILL SETS The marketer as a 'creative type' is outmoded as a result of lower budgets, tighter focus and the need to generate sales leads at the expense of brand development Most valuable marketing skills 27% generate relevant audience insight 24% evaluate and prove ROI/value of marcoms 10% creativity Science has replaced art. Tracking and evaluation have become major trends. Biggest skill shortages 42% 42% 36% data analysis making sense of different data sources trends analysis Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers in UK-based companies.