Post by account_disabled on Dec 19, 2023 7:06:54 GMT
I received via LinkedIn and which was sent to me by a manager of an industrial group present in BtoB and BtoC: What do CEOs criticize marketers for? Too much focus on the brand, its values, its capital, far from the concerns of the CEOs (turnover, sales, EBIT). Too much focus on the latest digital and social media trends, but unable to demonstrate how they create more business for the company. The objective of improving ROI is taken as an objective of reducing costs (agencies, service providers) while what is expected is additional demand, turnover, sales, prospects, clients. They bombard with data unrelated to the company’s P&L. Unlike financiers and salespeople, they do not think like business-oriented profiles: they focus too much on creativity to the detriment of business and rely too much on their creative or media agency to deliver the next “Big Idea”.
The worse is yet to come : while 73% of CEOs think that marketers lack business credibility Email Data and are not effective enough to generate additional demand,< /span> 69% of marketing professionals believe they have an impact on the company's business even if they are not able or to quantify it or prove it. 75% of strategies and campaigns underperform Every year, whether in traditional, digital, social or direct marketing, 75% of strategies or campaigns underperform and have very low ROI. The question is: why this underperformance? Reason 1: Form is nothing without good content. Regardless of the quality, creativity, online or offline campaign, if you do not interest your audience, there will be no satisfactory result. Reason 2: Poor knowledge or lack of understanding of the pains, needs, desires and expectations of the market, prospects, customers.
Exactly what I wrote in various articles, and in particular the most recent: the 5 reasons that crash your digital strategy. Many marketers still think that their customers behave online as they do offline. I also published a textbook case (100% real) observed a few years ago with a major Telecoms operator in France, or “how to completely miss your target”: < /span>.186 times more efficient without spending €1 more We cannot be effective without having correctly identified the pain, dissatisfaction, needs, desires and expectations of our target. In summary, what CEOs criticize Marketing Directors for is being too disconnected from the financial realities of the company. How to avoid failing your content strategy. The criticisms made of BtoC marketing In BtoC, CEOs expect an increase in demand, more (+) sales volume and more (+) turnover. But these CEOs are convinced that B2C marketers live in a creative/social media bubble and focus on likes, tweets and followers.
The worse is yet to come : while 73% of CEOs think that marketers lack business credibility Email Data and are not effective enough to generate additional demand,< /span> 69% of marketing professionals believe they have an impact on the company's business even if they are not able or to quantify it or prove it. 75% of strategies and campaigns underperform Every year, whether in traditional, digital, social or direct marketing, 75% of strategies or campaigns underperform and have very low ROI. The question is: why this underperformance? Reason 1: Form is nothing without good content. Regardless of the quality, creativity, online or offline campaign, if you do not interest your audience, there will be no satisfactory result. Reason 2: Poor knowledge or lack of understanding of the pains, needs, desires and expectations of the market, prospects, customers.
Exactly what I wrote in various articles, and in particular the most recent: the 5 reasons that crash your digital strategy. Many marketers still think that their customers behave online as they do offline. I also published a textbook case (100% real) observed a few years ago with a major Telecoms operator in France, or “how to completely miss your target”: < /span>.186 times more efficient without spending €1 more We cannot be effective without having correctly identified the pain, dissatisfaction, needs, desires and expectations of our target. In summary, what CEOs criticize Marketing Directors for is being too disconnected from the financial realities of the company. How to avoid failing your content strategy. The criticisms made of BtoC marketing In BtoC, CEOs expect an increase in demand, more (+) sales volume and more (+) turnover. But these CEOs are convinced that B2C marketers live in a creative/social media bubble and focus on likes, tweets and followers.