Four in 10 top marketing executives say they are not well prepared to meet their objectives, citing a lack of funding and inefficient business practices as the main impediments to improved performance, according to global research by Accenture...
40% of top marketing executives say they are not prepared to meet their objectives, citing a lack of funding and inefficient business practices.
70 percent believe that corporate marketing will undergo a dramatic overhaul within the next five years and that their organizations must create a digital direction to help achieve higher revenue and market share.
Two-thirds of marketing executives will be allocating at least one quarter of their budget to digital marketing next year.
They also plan to invest more in analytics.
In order to obtain the greatest results, marketing executives say they are looking for more innovators by adding to full-time staff.
Only one-third (36 percent) of marketing executives said that their agencies execute flawlessly, and 36 percent said that the agencies are not able to deliver what they promised.
The report shows that the need for change is being driven by increasingly demanding customers who expect more relevant interactions with brands. Consumers’ expectations for relevant, targeted experiences are having the greatest long-term impact on marketing strategy (65 percent).