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SOCIAL ECONOMY
Winds of change
As the leaders of technology firms strengthen their grip on operations, management teams are increasingly bringing marcomms activities in-house. But marketers are nevertheless being required to make sense of the burgeoning choice of formal and informal communications channels. Together with the effect of leaner campaign budgets, marketing teams must meet at times seemingly impossible corporate expectations of both optimum audience reach and lead generation for the organisation.
A source of leads
A weak economy has made companies concentrate on protecting market share while winning whatever new business they can, driving fundamental change. Most respondents see the role of marketing now re-defined as a feed source for the sales team and the biggest shift in their role in cultural terms is the overwhelming use of social media.
Colliding forces
Tech marketings three biggest drivers are budget cuts, social media and a greater focus on driving sales. In this collision of forces, the data shows that existing notions of brand strategy and planned campaigns are being uprooted. As a result, marketers are adopting the direct and resourceefficient communication possibilities of digital media for dynamic, sales-driven campaigns. The next challenge is to work out effective ways to track and evaluate such campaigns.
Marketers to curators
Marketers are no longer creatives- theyre now expected to be researchers, data scientists and curators of branded content. Getting relevant audience insight" and "content creation" and ability to evaluate and prove ROI/value of marcomms are the skills valued by most respondents, with "creativity" way down the rankings. And while marketers reference point is still traditional research led by market data, formal customer feedback and market research, these avenues are being challenged by social insights, such as informal customer feedback, social media/analytics, social media customer insight tools and in-house surveys. But can they manage them all?
Tech marketing is now expected to support sales more than ever before. Its culture is now shaped by budget cuts that have brought marketing back in house with the expectation that social media is a low-cost panacea, taking the vendors message to individual users and creating a conversation channel.
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But, as marketers manage everything from customer demand to customer satisfaction on smaller budgets, that panacea might yet prove to be a mirage that is yet to be adequately, measured, interpreted and understood.
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Data Analysis
Trends Analysis
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