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Digital Disconnect for Marketers Leaves Them Exposed
Laurent Francois / Social Media Today / October 28, 2013
One of the key issues in transforming an enterprise into a digital business is actually a real battlefield. The leap to digital marketing is not only a technology problem or a debate on which framework needs to be used; it’s also about leadership and vision.
According to Cap Gemini, most of the transformations require 2 to 5 years in order to be properly set up within big organizations. When we compare it with the short history of social media, it can seem a bit complicated to both invest in the right channels and also forecast the “next big thing”. This really shakes marketers, who seem a bit tense when it comes to picking the right areas in their future mix:
According to Adobe Systems’ Digital Distress Survey, two thirds of marketing departments do not have a developed data analysis and insight strategy. So there is a lack of information as well as experience. That is just crazy when you think about a structural weakness of marketers:
- financial departments are filled with figures
- sales deparments have an immediate vision of the ROI of their actions
- marketing departments have to fight to protect their budget with soft indicators
In addition, marketers must also manage creatives who sometimes lack availability to dive into data-driven presentations. And we don’t even mention egos.