November 15, 2017
Planning & Performance
work management
Today’s marketers and marketing departments are faced with more challenges than ever before. While the challenges may at times seem daunting, they really come down to two main areas: Brand Experience and Marketing Operations.
Modern marketers have a lot on their plates. In the past, they were only responsible for print, television, and web campaigns. With the advancement of digital consumer technologies like mobile and emerging interfaces, marketers now have a myriad of other challenges:
As customers’ expectations expand, so do marketing challenges. Creating personalized content that delivers a consistent message and exceptional experience is complicated. It’s impossible for marketers to keep up using traditional marketing methods without creating a void, which we refer to as the Experience Gap.
The focus on brand experiences puts the spotlight squarely on marketing. This is an incredible opportunity for marketers—whether a CMO, director, or individual contributor—since the value of marketing is elevated in the eyes of the CEO. But, despite these new opportunities for marketers to deliver a better brand experience the reality is it’s harder than ever before due to a few reasons:
In order to deliver better brand experiences and run more efficient marketing operations, marketers need more time and resources. However, the latest research from analyst firms like Gartner shows that marketing budgets are stagnant, and in many cases decreasing. This paradox that marketing must do more, with fewer resources, is what we at Aprimo call the Marketing Operations Gap.
Automated processes and new intelligent technologies are critical to helping close these gaps and be more productive. They lessen the amount of time marketers spend on manual project management and put the right technology and agile marketing processes in place, ultimately giving marketers more control, visibility, and time to deliver high-quality brand experiences.
We’ll be going into more depth on how you can close these gaps in our upcoming Mind the Gap series. To learn more watch our recently recorded webinar – Mind the Gap: Making Marketing More Productive.
This is Part 1 in a four-part blog series. Be sure to check out the rest!
1https://www.forrester.com/report/Pivot+To+PersonFirst+Personalization/-/E-RES135945