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Fournaise: Marketers Got It Wrong in 2013

January 22, 2014

Marketers may feel that they are burning the midnight oil to reach their targets, but the research tells an entirely different story. In its 2013 Global Marketing Effectiveness Program, The Fournaise Marketing Group claims that more than 70 percent of marketers could not meet the expectations of their bosses.

For the purpose of this research, the company interviewed more than 1,200 CEOs, Management & Marketing decision-makers in North America, Europe, Asia and Australia. It also tracked actual performance results for its Large & SMB clients in 2013.

The research found that while most of the marketers were adept at using new media communication tools to connect with the customers, they were lacking in researching, developing and testing customer value propositions. It might also be a curious case of marketers relying too much on modern technology to get them the sales.

71 percent of marketers believed that modern tech jargons such as Marketing Automation, Ommichannel executions & Big Data management would bring in the sales; which they obviously didn’t. As a result, most of these marketers (79 percent to be exact), failed to deliver what their management expected from them.

“The key 2013 Marketing Performance Lesson is simple: campaigns/activities without crafted, researched and optimised CVP (pCVP and/or cCVP) Architectures will under-perform, regardless of the Media channels they are deployed in.” said Jerome Fontaine, Global CEO & Chief Tracker of Fournaise. One of the diseases in the Marketing industry is that Marketers too often forget New Media, Marketing Automation, Omnichannel, Big Data and the likes are only Tools (the “Form”) used to best deliver, analyse and/or optimise the messages (CVPs).”

It looks like it’s a bad time to be a marketer. Apart from not being able to deliver, most marketers are not even trusted by their managements, according to another survey conducted by Fournaise. 




Edited by Cassandra Tucker

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