According to a study by Research Now, marketers are considered executional rather than strategic

23 augustus 2016
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Perceptions reported in a recent study may be surprising to some, but ineffective internal communication may be the reason. How do other business functions think of marketers? According to a study by Research Now, marketers are considered executional rather than strategic, ineffective problem solvers and only decent at communication.

Many numbers from the study, which surveyed 1,375 non-marketers from U.S. businesses with at least 50 employees and a marketing team, would likely be surprising to marketers, including:

• 84% said marketing is a valuable part of the business, just not as valuable as sales (92%), manufacturing/operations (86%) or IT (86%). Only 2% said marketing has little or no effect on business.

• 53% felt effective communication was a marketing strength.

• 34% believed marketing research is a top marketing activity, but 18% believed consumer data analysis was in the top five activities.

• 56% thought of creativity as a strength of marketers.

• 47% felt their marketing department was effective at problem solving.

Joe Andrulis, senior vice president of marketing at Research Now, says the study’s results show that there’s a lack of understanding of the range of responsibilities of a marketing team. Most marketing teams, for example, drive strategy and use data-based insights as standard practice.

Bron en volledig artikel: American Marketing Association

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