Outline

  • Abstract
  • Keywords
  • Introduction
  • Methodology of Our Study
  • The Increasing Prevalence of Digital Media
  • Marketing Tensions
  • Strategy and Customer Insights
  • Tension 1: Digital Revolution and Business Models
  • Tension 2: Customer Insights
  • Tension 3: Stifling Creativity & Innovation
  • Go to Market Operations and Execution
  • Tension 4: Social Media & Brand Health
  • Tension 5: Online Targeting
  • Tension 6: Price Transparency
  • Tension 7: Automated Interactions
  • Tension 8: Online Metrics
  • Organization and Capabilities
  • Tension 9: Talent Gap
  • Tension 10: Organizational Challenges
  • Conclusion
  • Consequences for (marketing) Research
  • Customer Insights
  • Social Media
  • New Metrics
  • Analytical Talent Gap
  • Acknowledgments
  • Appendix Description. of Sample (n = 777)
  • References

رئوس مطالب

  • مقدمه
  • روش شناسی این مطالعه
  • گسترش سریع رسانه های دیجیتال
  • تنش های بازاریابی
  • برنامه ی راهبردی و دیدگاه مشتریان
  • عملیات رفتن به بازار و اجرای برنامه ها
  • سازمان و ظرفیت های آن
  • جمع بندی
  • نتایج به دست آمده از تحقیق در رابطه با بازاریابی
  • بینش مشتری ها
  • رسانه های اجتماعی
  • معیار های جدید
  • خلا استعداد تحلیلی
  • منابع

Abstract

Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities digital marketing presents, with little attention on the real challenges companies are facing going digital. In this study, we present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe. The results reveal that filling “talent gaps”, adjusting the “organizational design”, and implementing “actionable metrics” are the biggest improvement opportunities for companies across sectors.

Keywords: - - - - -

Conclusions

We have entered a new era in which digital media and channels are rapidly becoming ubiquitous. Based on our study among 777 marketing executives across the globe, we identified four major marketing challenges in this new era which seem to be the most prevalent (see Fig. 3).

1. The use of customer insights and data to compete effectively;

2. The threatening power of social media for brands and customer relationships;

3. The omnipresence of new digital metrics and the subsequent assessment of the effectiveness of (digital) marketing activities; and

4. The increasing talent gap in analytical capabilities within firms.

Interestingly, three of these major challenges (customer insights, metrics, and talent gap) are closely related. They all involve data and the underlying capabilities for analyzing data, providing firms a deeper and more actionable understanding on how marketing can contribute to a stronger performance in a digital environment. The most important solution seems to be that marketers should create stronger capabilities in digital marketing analytics. Marketers and marketing departments not familiar with (analyzing) digital data, digital metrics, digital customer journeys, etc.

could soon begin to struggle and their functional responsibilities may be assumed by more digitally oriented functions, such as IT.

Moreover, with a stronger empowerment of customers resulting from the increasing presence of social media, the marketer focusing on brand building through traditional media only should soon discover that these strategies will become less effective and that brands are more and more defined by customers than by the marketer’s positioning statement. In sum, we believe that our study suggests that marketing needs to adapt to the new digital era by strongly focusing on (1) quantitative skill development, (2) fact based proposition development, and (3) developing brand and customer relationship strategies taking advantage of the increasing engagement in brands of customers through social media.

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