Too much focus on the brand, What do CEOs criticize its values, its capital, far remov! from the concerns of CEOs (turnover, sales, EBIT).
Too much focus on the latest digital and social m!ia trends, but unable to demonstrate how they create more business for the company.
The worst is yet to come:
The objective of improving ROI is taken as an objective of r!ucing costs (agencies, service industry email list providers) while what is expect! is additional demand, turnover, sales, prospects, customers.
They bombard us with data that has no connection to the company’s P&L.
Unlike financiers and salespeople, they don’t think like business-orient! profiles: they focus too much almost three-quarters (72%) of businesses say on creativity to the detriment of business and rely too much on their creative or m!ia agency to come up with the next “Big Idea”.
while 73% of CEOs believe that marketers lack business cr!ibility and are not effective enough in generating additional demand,
69% of marketing professionals believe they have an impact on the company’s business even if they are unable to quantify or prove it .
75% of strategies and campaigns underperform
Every year, whether in traditional, digital, social, or direct marketing, 75% of strategies taiwan lead or campaigns underperform and have very low ROI.
The question is: why this underperformance?
Reason 1: Form is nothing without good content. No matter how high-quality, creative, or well-design! the online or offline campaign, if you don’t engage your audience, there won’t be any satisfying results.
Reason 2: Poor knowl!ge or lack of understanding of the pains, ne!s, desires, and expectations of the market, prospects, and customers. Exactly what I have written in various articles, including the most recent one: the 5 reasons why your digital strategy fails . Many marketers still believe that their customers behave online the same way they do offline.
I also publish! a case study (100% real) observ! a few years ago at a major telecoms operator in France, or “how to completely miss your target”: 186 times more efficient without spending €1 more .
We cannot be effective without having correctly identifi! the pains, dissatisfactions, ne!s, desires and expectations of our target.
In short, what CEOs criticize Marketing Directors for is being too disconnect! from the financial realities of the company.
How to avoid failing your content strategy .