Change can be a beautiful thing. But for marketers, it can also raise a lot of challenges. So we hosted a webinar with The Drum, alongside Callcredit Information Group, to discuss the impact that rapid changes in the marketing industry are having on senior marketers. We also debriefed on the key challenges marketing departments are facing, as well as what can be done to overcome them.
Understanding the challenges
Marketers are grappling with both internal and external challenges, resulting in an environment of constant pressure. In fact, our co-authored research report, The Breathless Business, shows that 65% of marketers are feeling more stressed than this time last year. Marketers feel like they can’t catch their breath – which isn’t a great atmosphere to generate results in.
We kicked off the webinar by introducing the main challenges that are making marketers breathless: innovation & keeping up with the latest marketing tools; competitive pressures and how to stay on top; and business uncertainty and budget-related issues
In short, marketers are facing change from all different directions. With so many new marketing tools around, figuring out what’s genuine innovation and what’s hype is is a battle by itself. And it’s one that’s steering marketers off track. But as Loudhouse MD Angela Richmond commented, ‘obsessing about this and the competition is proving to be a distraction and won’t necessarily stop the competition disrupting you. Focusing on getting to know your customers better will be more constructive because it means you can be the one that gets noticed’.
When it comes to responding to the challenge of innovation, Rick Lamb, Head of Digital Operations at Callcredit, revealed that technology was actually the strongest area of discipline for 46% of marketers surveyed in its report, The Data Dilemma. But data was a different story.
Despite an abundance of available data, many marketers are struggling to use it to drive performance. Instead, they’re left feeling overwhelmed, meaning they struggle to use data efficiently. Rick advised that ‘less is more’ when it comes to data. Instead of searching for meaning in every scrap, focus on the critical customer data that’ll help you define customer segments and the overall customer journey.
Take a deep breath
If they want to get their breath back, marketers need to work more efficiently. So Billy Hamilton-Stent, Client Strategy Director at Octopus Group, shared some advice on where to start. Billy advised marketers to prepare a clear and concise marketing strategy, because ‘ultimately, it’s the strategy that will bring the wider organisation on board, which will help marketing to be recognised as a strategically important function in the business’.
Keen to hear more about how marketers can get their breath back? Listen to the webinar here: