Frost & Sullivan's Growth Team Membership™ (GTM) recently completed its 2012 survey of marketing executives globally. The executives were asked to identify their most pressing challenges for 2012. GTM will focus its best practices research to address the prominent issues identified in the survey.
Marketing in 2012 - A Snapshot
- The key challenge is developing a compelling value proposition
- The root cause of most of the challenges facing marketers is understaffing
- In comparison to 2011, marketing budgets are expected to increase moderately but staffing levels will remain the same
- B-to-B marketers spend more on online media Marcom activities, while B-to-C marketers allocate more resources to channel partnerships and training
- Most marketers rate their demand generation effectiveness as "Average"
- Respondents consider customer segmentation models as their strongest demand generation capability, and mobile marketing tactics their weakest
2012 Marketing Survey Executive Summary
As customer needs and purchasing behaviors continue to shift, marketers have to target the "right" audience with messages that resonate. Unsurprisingly marketers indicate that developing a compelling value proposition is their most pressing challenge for 2012. The other prominent challenges reflect the need for increased client focus and effective messaging:
- Prioritizing markets and segments to identify the "right" customer
- Integrating voice of the customer with the marketing strategy to make messaging more compelling