Marketers prioritize retraining employees and redistribute marketing expenses 14.09.2020

Marketers prioritize retraining employees and redistribute marketing expenses 14.09.2020

The past decade has been shaped by digital transformation. Brands
In the “important but not urgent” category, consulting firms made money on advice instead of creating it, and brands have focused on piping technology to improve the actual user

Then COVID-19 happened and this disruption is forcing marketers to reassess their previous strategies, new research from MediaMonks and Forrester Research shows.

“It’s surprising how much the concept of digital transformation has been removed from actually delivering better digital experiences to consumers after a decade of work has largely been defined and defined
supplied by consulting firms, ”says Wesley ter Haar, co-founder of MediaMonks. “Which is the most important snack for me. Transformation too often has to have a goal and an end state
It was about the process and PowerPoint instead of the final product. “



Four in ten marketing directors (40%) said they prioritized their digital approaches as early as January, compared with 61%
who now say they are accelerating their digital experience initiatives. Earlier this year, these executives said they’d also talked about improving data and analytics, and aligning their brand
Promise with customer experiences (40% each).

Now the focus is on reorganizing marketing teams to focus on new initiatives (56%), retraining team members (48%) and reallocating marketing
Spending in more effective channels (42%).

This survey of 366 global marketing decision makers revealed several recommendations for how companies can virtualize different brand experiences.

In order to achieve a digital business, on the one hand, the needs of customers must be understood, consumers must be addressed with suitable content and relevant digital experiences must be created. Data protection, transparency,
and data stewardship are essential. Consumers need to give permission to collect and share their data and understand what data is being used and how and whether it is being stored securely.

Brands and their partners must invest in analytics and data science to get the most out of data. Only 23% strongly agree that analytics can help them understand marketing

It is also important to increase production resources for branding experiences. CGI studios (Computer Generated Imagery), AI-based production scale and remote
Manufacturing capabilities are critical to running in the current world and post COVID-19.

Also, marketers need to recognize that maintaining consumer engagement and attention requires a number of actions
Touchpoints that start with virtual events and continue with digital experiences (apps, mobile, web, social and commerce), marketing automation (email), and broader ecosystems (entertainment, social media)
Trading and streaming). Unify these programs and budgets for sustainable economic impact and growth.

In addition, brands need to select marketing partners that are structured to deliver omnichannel
Solutions in digital marketing channels and virtual ecosystems.

It’s also important to hire and retrain employees to adopt a digital-first mindset. Running customer-first programs requires
Understanding and mastering the virtual lifestyle of today’s consumers. The top skills marketing directors are currently looking for are content development (68%), analytics (59%),
Design / virtualization (51%), AI / machine (35%) and programming (32%).

Access the full report Here.

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