Marketing Leaders Report They Struggle With Management, Relevancy and Measurement.
- Watch for new competitors launching in other parts of the world, and be aware of regional or cultural trends that may impact their category or products — no matter their size or reach. Marketers must find the right balance between maintaining brand consistency while also being responsive and adaptive to individual market needs.
- Commit to the ongoing pursuit of relevance by actively monitoring the marketplace to remain tuned into the trends, preferences and cultural factors that shape the collective mindset. It is important marketers have a pulse on how their brands resonate across the environment via their own research, customer insights and diligent measurement and observation of the impact of brand activities.
- Measure every brand investment possible, but be open about what can’t be measured. It is critical that marketers be equally ambitious about quantifying brand initiatives and realistic about brand spending that cannot be easily assessed.