Figures show that marketers recognise 2014 will be a turbulent year,
expecting a push towards a more multi-channel approach, and the
increasing redundancy of discrete marketing and communications
NEW YORK, Oct. 18, 2013 /CNW/ - For the first time, leading business
intelligence firm Incite MC have released an in-depth study on the
future of the marketing role within large corporations.
Based on in-depth discussions with Chief Marketing Officers from Fortune
100 brands, along with feedback from over 1,000 marketing executives,
the white paper details how the marketing role will evolve to 2015.
The study highlights that marketers recognise turbulent times are ahead,
with 88% saying they face significant internal and external pressures
to evolve. The core reason for this turbulence is the increasing power
of the customer, and thus the increasing popularity of
'customer-centric' practices in the boardroom. 92% of brands say their
business must become more closely aligned to their customer in the
This shift provokes turbulence for marketers in 2014:
Brands must increasingly 'be where the customer is'
76% of brands recognise that their 'multi-channel' marketing approach is
not as developed as it should be. Senior leaders recognise that "people
simply aren't looking at [print, media and television] any more", and
thus budgets for a more wide-ranging multi-channel approach are
increasing, with 74% expecting budgetary increases in the year ahead.
Distinct marketing, communications and customer service departments must be replaced with a
more customer-centric organisational model
Customers have heightened expectations about their interactions with
brands, expecting a speedy, consistent experience which draws on all
previous contact they've had with a brand.
95% of respondents say multiple departments need to work better together
to deliver this enhanced and unified customer experience. Specifically,
82% identify that marketing and communications departments must work
better together in the coming year.
For more findings, please go to http://www.incitemc.com/whitepaper.
About Incite MC
Incite Marketing and Communications (http://www.incitemc.com) is committed to providing highly relevant, research-based insights for
the marketing and communications community. Through detailed analysis,
industry benchmarks and revealing interviews, our purpose is to shed
light on central challenges so executives can succeed in an
ever-evolving, fast-paced industry.
SOURCE: Incite Marketing and Communications
For further information:
Founder and CEO
Incite Marketing and Communications