Marketers across the world face the same issues - lack of resources, time and investment. This can be overcome with marketing technology that is creating more efficient and creative ways to solve the marketer's problem. Here are some statistics from eMarketer that highlights the need for marketers and technology to align better.
Recently a study by Lewis PR, of senior marketers worldwide, found that nearly a quarter of the respondents said that they lacked the time and resources to develop and execute multichannel campaigns and also that it was difficult for them to secure board buy-in.
Let's review some of the key challenges faced:
Lack of time, resources and understanding to develop and execute multichannel campaigns
A quarter of the respondents identified the need for more time and resources to create and execute campaigns. There is usually a break in the systems that teams use and also a lack of understanding in the best ways to use technology that is available to them. In my experience a not only is there a 'technical know how' problem but there's also a lack of alignment between teams that use the technology.
So there's time and effort wasted because there's no alignment between teams and business goals. It is important to ensure that everyone speaks the same language and uses technology to impact the business the way it is agreed upon.
In Asia Pacific, eMarketer notes that the lack of knowledge is the no. 1 obstacle in marketing attribution i.e. identifying a set of user actions that contribute in some manner to a desired outcome like a sale.
Technology limitations came in at no. 2.
Marketing technology is improving the way teams can report on deliverables. Measurement and analytics tools can help with attribution. You can analyse what sources are generating the most revenue enabling accurate reporting and therefore influencing buy-in. Technology needs to be understood and aided by strategic services to support the vision and goals of an organisation.
Lack of buy-in at board level for investment in tools to facilitate multichannel campaigns
Investment is easy for those marketing activities that are giving results i.e. proving their ROI. Cost of customer acquisition is a vital metric for business goals delivery that implies having a strategic focus to getting adequate returns for money spent. Proving marketing value is more easy now than it was ever before with marketing tools and inbound marketing software like HubSpot.
| If you can't measure it, it doesn't exist.
At Connect Labs, we're strong supporters of an all-in-one inbound marketing software called HubSpot that makes these problems disappear by bringing together everything you need from creating emails to branding on social media to reporting on campaigns.
Marketing technology can help you overcome all the issues you are currently facing. Get support from experts to guide you and your team to success in 2016.
