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Running the gamut from commercialization, metrics to customer experience to the business, there is no marketing chatter dearth these days about the latest marketing pain points. However, when these pain points are identified, they can be strategically used to create innovations and opportunities. Surveys have been done in the recent times to get a glimpse of what marketers anticipate to be greatest challenges that they experience and will expertise shortly.
Some of these challenges that were analyzed have clear implications for marketers. The three significant marketing challenges are the growth of business, digital analytics, and content marketing. Marketing has a profession requires a lot of prioritization. Marketers have several competing priorities leading to the pain points. These pain points make the marketing function to suffer from numerous overlapping pressure points. For example, marketing is increasingly being accorded the responsibility to give a return on investments. It is quite difficult because there are digital communication tools ascendancy and fragmentations. Another illustration is that given that the revolving CMOs’ doors have no sign of slowing down marketers continue to have no clear, consistent and cohesive agendas at most institutions.
To drive business growth, marketers do not feel as though they have fully equipped. The biggest pain points of the professional marketers according to the survey were business growth and budget. But when the participants were asked the greatest pain points of the Chief Executive officers of the company, most of them mentioned business growth. Looking at it, this shows that marketers view business growth as a greater pain point to the Chief Executive Officers and not to them. This finding clearly validates the adhesive forces between the marketers and the CEOs, given that CEOs require the business to grow annually. Further, this shows that marketing is a tool for driving the business growth and as such marketers are expected to perform even better for the company by increasing the sales.
Also, when some of the responses to the survey were analysed, it showed the drift between the marketers and the Chief Executive Officers. When asked how their team was best positioned to growth, very few participants cited business growth. It is alarming and shows that most of the marketers do not feel as though they are fully equipped or engineered to maximize the business performance. When marketers are not entirely empowered with greater tools and mind-set, they ignore or presumably do not know that business growth and content marketing is their responsibility.
According to the survey, less than a quarter of the respondents admitted that they are sure they would overcome the marketing pain points in the coming fiscal years. The lack of confidence in these respondents is unwarranted given the things that keep them awake at night. The marketing respondents were also asked to name some of the greatest pain points. The study shows that the number of pain points has increased over the years. Several pain points have been identified over the last decade. Marketers have to keep up with the increasingly changing and flexible digital world. Product developments, research, distribution, and pricing were flat on the list. It clearly shows that marketers have understood the traditional challenges and tackled them or they do not explicitly focus on the real issues and highlights of the marketing profession. They, however, have a problem with the current pain points like websites, social media, digital analytics and content marketing.
Even more worrying was that organizational structure and staffing were among the lowest pain points in the survey. It clearly depicts that marketers have not embraced that they need to have analytical, leadership and conceptual skills. More resources and tools should be given to these marketing professions to enhance its ability to cope up with the changing business environment. With these, marketers will turn their attention to more marketing activities like business growth and content marketing.