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

Thomas Cook Moves Workforce Management to the Cloud with NICE WFM Solution

Leisure travel group operator Thomas Cook has completed a significant migration to the cloud. The company has moved its on-premise NICE Workforce Management (WFM) solution to the cloud in the hopes of becoming more competitive and responsive to customers while also reducing ownership costs. [ Read More ]
04/27/2015

Interactive Intelligence Launches PureCloud Services in Australia and New Zealand

The rolling thunder of Interactive Intelligence enhancement and globalization of its PureCloud Amazon Web Services (AWS)-based, multitenant enterprise-grade collaboration, communications and customer engagement software and cloud services solutions continues to pick up speed. [ Read More ]
04/27/2015

Altocloud Jumps in the Smyths Toys Toybox to Bolster E-Commerce Presence

Those not immediately familiar with Smyths Toys can be forgiven, particularly if they don't live in the U.K or in Ireland, where Smyths Toys has at last report 80 stores to its credit. But Smyths Toys might well be easier find thanks to a new connection with Altocloud, which will bolster Smyths Toys' online presence and make e-commerce that much easier to carry out. [ Read More ]
04/22/2015

US Contact Center Jobs Continued to Increase in the First Quarter of 2015

The number of new U.S. contact center jobs was on the rise in the first quarter of this year, according to a jobs4america report. [ Read More ]
04/21/2015

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!