Having enough information to develop an intelligent business strategy is overwhelmingly what marketers want, and what so few of them can achieve, according to research released today by the Association of National Advertisers.
Among nearly 400 client-side marketers surveyed for the “Marketing Disruption II” report, 83 percent said “the ability to make data-guided decisions” was their “top mover, in terms of capabilities marketers deemed important. … But only 10 percent believed they were very effective at feeding insights into customer behaviors back into the organization to improve performance.”
That’s what marketers learned today when the organization announced the research at the 2015 ANA Masters of Marketing Conference in Orlando, Fla.
“What this survey highlights is an important pivot marketers are making to focus on those activities that really drive growth for the business,” says ANA President and CEO Bob Liodice in the ANA report announcement. “The ability to deliver on growth, however, will depend on how well marketers can master marketing operations and shape the customer journey experience.”
Other key takeaways from the survey, conducted in conjunction with market research firm GfK and analyzed by McKinsey & Co. for “The Marketer Strikes Back,” include how marketers:
- Lack Investment Focus. Many marketers are trying to do everything, “which has the danger of diffusing resources, creating coordination issues and straining the organization.”
- Are Hunting for Omnichannel Capabilities. “While actively investing in new technologies and hiring new talent are the leading strategies, investing in new partners or acquiring companies jumped 8 percent over the previous year as a way to bolster capabilities.”
- Lack Customer Insight. “Only 13 percent [of marketers surveyed] cited C-level leaders as being very effective in focusing on the key customer journey metrics needed to drive the business.”
- Are Slow to Change in Today’s Fast-Paced Market. “Despite the move to more networked marketing organizations, almost 60 percent of initiatives take at least six months to make it to market.”
Does this insight into business strategy benchmarks surprise marketers?
Please respond in the comments section below.
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