Research shows mid-size marketing managers often try to cover too many bases, which can limit the effectiveness of campaigns. Here is how to get it right.
Do you feel over-stretched and under-rated at work? If you’re a marketing manager in a mid-sized company, then it’s probably no surprise.
Research this year by the US software company DNN notes that while mid-sized company marketers have smaller budgets and fewer resources than their large-company brethren, they are still expected to achieve similar results.
This often results in mid-sized business marketers trying to do as much as possible. But with increasing numbers of channels and tools at their disposal, there is a real risk of spreading resources too thinly.
Here we look at five factors you need to be aware of for success in putting together your marketing plan.
- Bear in mind it is as hard as ever to attract customers’ attention. Despite a plethora of channels and tools, 79% of respondents to the DNN survey said it was still a major or moderate challenge to get their brand in front of customers.
- Having more channels and more tools does not mean it is any easier to acquire customers: 70% of marketers surveyed by DNN say marketing has become more challenging, despite the array of technology solutions they can use.
- Choose tools and channels that can retain as well as attract. In DNN’s study, the percentage of respondents that consider customer acquisition a high or very high priority is only marginally higher than the score for retention: 87% versus 86%.
- Think of channels and tools where you can measure your return on investment. This was found to be a priority for 74% of respondents, and is unsurprising since many modern digital channels and tools allow for built-in measurement.
- Online communities are vital, but challenging. In DNN’s survey, 79% of respondents considered online communities were critical. But 87% admitted failing to even maintain a regular blog.
For marketers, the message is clear: if you can’t do it all then think carefully about what you can do and how you will do it.
Online channels offer many of the benefits that marketers look for, including easy return-on-investment measurement and potential for retention as well as acquisition. But with the number of options out there, it pays to seek expert advice before diving in.