• Will it Play in Peoria and Paris?

    There’s a saying, “Will it play in Peoria?” which questions whether a given product, person or event will resonate with mainstream audiences. In the face of increasing workloads and internal expectations, there are several, common concerns that are generating the collective attention of marketers today – regardless of geography.

    This year’s Unica Annual Survey of Marketers found continued interest in the shift to online marketing, a greater emphasis on website personalization, and a general dissatisfaction with IT support for marketing’s technology needs.

    However, marketers around the globe now are far more interested in how to create actionable campaigns; in essence, creating and sending information that makes their target audiences take action.

    When marketers were asked about their key issues, “turning data into action” leapt into the lead for North American and European respondents. “Determining optimal channel and contact frequency,” an issue that ranked fairly low in the previous survey was also in the top. Despite the buzz and media hype, social media pulled in last with only 19 percent of respondents selecting it as a top issue.

    The accelerated pace of mobile adoption is also piquing the attention of marketers who want to better leverage mobile into integrated campaigns. Forty-three percent of respondents say they currently use the mobile marketing, with another 23 percent planning to do so within a year. Yet, as with other tactics, marketers realize there’s work to be done to integrate these efforts into other marketing programs.

    Measurement analysis and learning moved into the lead spot as the biggest bottleneck marketers face within their organizations, holding a solid 10 percentage-point advantage over last year’s number one, “IT support of marketing technology needs.”

    Here are additional findings from the study that was published in a Harvard Business School Executive Education communications piece:

    The results are based on the responses from 300 online and direct marketers with more than $100M in annual revenue, while the largest block (54%) reports $1B or more per annum, and management responsibilities across the complete spectrum of marketing roles with 35% marketing executives.

    To read the complete findings from the Unica study, click here to access the PDF file.

    Jackie Parker is the Vice President at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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