Challenges and Opportunities Facing Marketers at Mid-Sized Companies
we’re all busy professionals, but as a marketer you probably think you’re extra
busy, right? Not only do you deal with the usual marketing responsibilities,
but also the
growing list of social media channels and mobile initiatives that
need to be launched, grown, and managed. Plus there’s that tsunami of content
and big data you wade through every day. Meanwhile, new technologies are popping
up left and right with the promise of making your job easier...
Marketing at Mid-Sized Companies
imagine if you’re a marketer working at a mid-size organization that has small
business resources but enterprise-size expectations. No wonder you’re feeling
has marketing really gotten that much more complicated for mid-size marketers? And
if so, what can senior marketers do about it?
these questions firmly in mind, DNN commissioned a survey of 300 marketing
executives at U.S. companies with 50 to 5,000 employees. The survey was conducted
in February 2014 in collaboration with Lawless Research and summarized into a
new report aptly called:
Marketing Got Complicated:
Challenges (and Opportunities) for Marketers at Mid-Size Companies
Here are my takeaways from reviewing the report.
trying to do it all
key finding of the report is that mid-size marketers are juggling a number of high-priority
initiatives not just one or two. Specifically, three-quarters of survey respondents
give five marketing priorities (out of a possible seven) a high or very high
priority rating. Can marketers really succeed with this many priorities? Good
Still facing many
challenges to doing their jobs effectively
roadblocks or big challenges are these marketing executives facing? Especially
as they look to tackle all those high priority programs? The survey data shows
that getting the attention of target customers and finding the target audience
online continue to be top challenges for many marketers.
solutions are complicating things
the proliferation of new technologies hitting the market, you might think the
challenges that marketers face should start being easier to wrestle with. Yet
surprisingly, survey respondents say that marketing is still becoming more
challenging (not less!), and that having to manage technical vendors is not
The rise of
online communities: a place to invest more?
is a ray of light in the research that reflects the rise of online communities.
It turns out that 8 in 10 survey participants say that building or managing
online communities (both branded and social networks) is important to their marketing
efforts. This makes sense, as online communities can help in a big way with the
top challenges marketers identified earlier in the survey: finding customers,
keeping customers, and building brand. Given that, online communities may be an
area that senior marketers should consider as a strategic investment of time
DNN research report is a
fascinating read with helpful recommendations for how mid-size marketers can more
effectively move forward with their marketing initiatives.
Related Infographic from DNN
Have a look at a related infographic from DNN, which highlights some of the key findings of the research report.