Marketing has acquired more importance and relevance today as organisations face one of the most challenging business environments in recent history. The financial crises of the past decade have restricted access to funding, suppressed consumer demand and stifled international and domestic growth.
New technologies and digital channels enable marketing professionals to develop a clearer understanding of their customers than ever before, whilst also providing a myriad of opportunities to creatively communicate and serve them.
Through sophisticated analytics solutions, utilising an ever growing supply of customer and external data, it is possible to model customer preferences and behaviours with increasing immediacy and accuracy like never before.
Social media platforms are becoming increasingly valuable
research, communication and service tools. The platform is now
progressing from experimentation and infancy to being
professionalised. Those who are prepared to innovate in this
climate stand to gain the most in terms of customer
engagement and monetisation.
Marketing automation technologies are now enabling organisations to act upon these new insights in an integrated manner to improve speed to market and increase ROI of marketing activities.
Whilst on the surface the commercial outlook may appear gloomy to many professions, from the perspective of the marketer we believe the situation could be quite different. Rather than a time for retreat, is it not the time to innovate?
Through the CIM Marketing Confidence Monitor we look forward to gaining further insight into the minds of those tasked with driving growth and an understanding of their views on innovation and other key perspectives for the year ahead.
Take part, share with colleagues – and let us know your thoughts below.
This blog also features on the Marketing Confidence website
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