Contact Center Solutions Featured Article

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

Article comments powered by Disqus

Related Contact Center Solutions Articles

Contact Center Solutions Week in Review: Interactive Intelligence, BT and Accenture

The future is now, or at least it is coming at us fast in the Contact Center Solutions Community, and there are two great ways to be part of the industry buzz as to what is unlikely to unfold in 2015. The first is to attend ITEXPO East, January 27-30, 2014 at the Miami Beach Convention center. This is a great opportunity to be warm and more to the point, hear, see and discuss contact center issues in person with peers and subject matter experts. [ Read More ]
01/17/2015

Customer Experience: The Last True Differentiator

In Ernst & Young's Global Consumer Banking Survey 2014, customers chose "the way I am treated" as the second most important reason for trusting their banking provider, just behind the understandably important "financial stability" of their bank. Customer experience was also cited as the most common reason for opening and closing accounts, more important than fees, rates, locations or convenience. Approximately 40 percent of customers planned to open or close an account in 2014. This means banks … [ Read More ]
01/16/2015

Digital Is Driving Businesses to Offer Personal and Intuitive Customer Experiences says Accenture Report

The preoccupation with improving the customer experience (CX) by C-levels around the world has been a trend for several years. In fact, the fastest growing C-level position is Customer Experience Management Officer (CEMO) or some variation on the title. And, as CX becomes ever more important as the means to provide differentiated value, delighting existing customers and for obtaining and keeping new ones, the preoccupation will not only grow more intense in 2015, but so will the investments in t… [ Read More ]
01/16/2015

BT Launches New Personalized Video Message Service

When it comes to contact center out-reach there are two trends that everyone needs to literally and figuratively keep an eye on in 2015. They are "personalization" and "video." And, while the first may seem obvious since the goal of marketers is to make customers and prospects feel appreciated with tailored messages uniquely for them, the use of video on the outbound side of things is after many years becoming something more than a novelty. [ Read More ]
01/15/2015
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!