vanson bourne infographic: technology marketing
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Vanson Bourne: From Brands to Sales Leads -a recent Vanson Bourne infographic on the changes in UK tech marketingTRANSCRIPT
4/5 say budgets have been cut
More than 1/3 say they are bringing marcoms work in-house
51% say marketing communications has become more centralised in recent years.
69% say a greater emphasis has been placed on targeting specific audiences
93% research their target market & 69% say they are constantly gathering insight from their target markets
Just over half say that keeping track of customers has increased in importance
Just under half say a greater emphasis has been placed on evaluation especially calculating ROI in communcations.
Most valuable marketing skills
Biggest skill shortages
generate relevant audience insight
evaluate and prove ROI/value of marcoms
creativity
The marketer as a 'creative type' is outmoded as a result of lower budgets, tighter focus and the need to generate sales leads at the expense of brand development
Science has replaced art. Tracking and evaluation have become major trends.
Measuring Marketing Campaign Success
SalesLeads
BrandPerception
Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers in UK-based companies.
51%
25%
68% say greater focus on driving sales
HEADLINE TRENDS
AT A GLANCE
BRANDS TO LEADS
MARKETERS AS RESEARCHERS
CHANGING SKILL SETS
FROM BRANDS TOSALES LEADS
3/4 say social media is the top trend
Just over 1/2 say it's less about brand development and more about demand generation
9 out of 10 indicated that other than Marketing/PR/Comms teams it is the Sales department who use target market research
27% 24%
42% 42% 36%
data analysis
making sense of different data sources
trendsanalysis
This compares to just 7% who say the trend is to outsource more of the marcoms function.
93%
10%
Brands®
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