The goal of any marketer is to be effective. If our market depended solely on marketers’ perceptions, we wouldn’t have a reason to exist: a large majority (88%) of senior marketers think that their organization’s marketing activities are effective, and an even higher proportion (95%) think that their own activities are effective. Of course, we all know things aren’t as simple as that.
The foundation of modern marketing is customer centricity. Our effectiveness depends on our ability to appeal directly to our target using data-driven strategies and tactics. Despite the confidence in effectiveness, 3Q Digital found major gaps affecting nearly half of all senior marketers:
- Two in three (67%) wouldn’t describe their department as integrated or even efficient;
- Only half of marketers (54%) have mapped their activities to customer journey points;
- Despite the emphasis placed at all levels on measuring ROI, only slightly more than half (54%) of senior marketers report that they are able to do so.
3Q embarked on this campaign to identify what organizations can do to achieve success in a disrupted landscape. We identified three broad challenges – organizational structure, the role of data, and the role of agencies – as key gaps that require strategic thought to overcome.
Their latest study can be found here.