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The marketer strikes back

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Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.

Publicada em: Marketing, Negócios
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The marketer strikes back

  1. 1. THE MARKETER STRIKES BACK Marketers are stepping up to drive business results To drive growth, marketers must respond to five key challenges: A more muscular role for marketers is emerging compared to last year What are top marketers doing versus their peers? +24 +15 +17PERCENTAGE POINTS PERCENTAGE POINTS PERCENTAGE POINTS Owns CRM and loyalty Drives above-market growthWill invest to counteract challenge from more agile competitors over next 1-3 yrs 29% Believe their role is to deliver above market growth 18% More networked in their organizations Value automation as a critical capability 11% Better at capturing and utilizing customer insights 40% 51% 30% 11% 30% 1 2Customer experience limited by poor insights Data-driven but not effective feel strongly that they grasp their customers’ Just 13% can’t measure the CDJ’s About 50% 3 Overextended in the hunt for capabilities understanding the customer jourhey40% content development and management45% Analytics and marketing effectiveness 43% believe they are feeding data back into strategy Only 10% 5 Slow pace Curent average development cycle 8 Months 4 Lack of focus focused on more than live initiatives... a “do it all” approach that risks diffusing impact More than 95% McKinsey Marketing & Sales Source: McKinsey analysis of the Association of National Advertisers "Marketing Disruption II" survey, 2015. In total, 384 client-side marketers are represented in this survey. Participants include members of various panels, including the ANA Marketer’s Edge Research Community, ANA members and prospects, the American Marketing Association, McKinsey, Demand Metric, and Spencer Stuart.

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