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Published on: June 3, 2021 / Update from: June 12, 2021 - Author: Konrad Wolfenstein

Online marketing agency for Ulm or Augsburg – Image: wavebreakmedia|Shutterstock.com

Marketing challenges

Are you new to the company or is your marketing no longer running smoothly? To do this, you should ask yourself three questions:

Do you or your team know your unique selling point (USP), i.e. your unique selling point?
Do you or your team know your target group and their customer demographics?
Are you or your team using the right marketing strategies for this?

The two main causes of failed and resulting negative marketing is a marketing strategy that is not aligned with the company's unique selling point and target group. Recurring reasons for this are frequent personnel changes, in which background knowledge is increasingly lost, and a lack or lack of communication between sales, sales and marketing.

In a random survey of several companies between sales, sales and marketing, a consensus on USP, customer demographics and strategy was found in a few cases. For some departments themselves, it was not possible to determine a common “idea” about work, type and scope.

Effectiveness means doing the right things. Efficiency means doing things right.

This development continues with external service providers and marketing agencies. As a rule, certain requirements are met in a targeted manner. The effectiveness and efficiency of these services are usually reflected in impressions that do not provide much information and leads are generally divided, but not into different development phases, each of which must be processed and supported accordingly and differently (lead nurturing).

In no case was a person responsible for sales, distribution or marketing involved in the process (customer journey) from start to finish.

It also often happens that applied marketing technologies are used incorrectly or incorrectly. Marketing's performance is often questioned by sales. Popular way to squeeze the budget. This leads to marketing focusing on visible effects as justification. This is how marketing, actually the driver of measures, becomes the driven one. The organizational form of the company and internationalization are two further challenges.

To be more precise, it happens that marketing technologies are used in over- or under-dimensioned ways. A general assessment is not possible. From an initial 150 (2011) marketing technologies, these have grown to over 8,000 (2020). The multitude of options is both a blessing and a curse. Marketing is therefore like a living organism that continually requires new processes, content and technological adjustments at various stages of development.

Digital business development

The use of digital business development between the individual sales, distribution and marketing departments can solve this problem and get developments that have gone wrong back on track.

Public Relations ➡️ The company is the focus
Marketing ➡️ The customer is the focus
Sales ➡️ The focus is on the process
Sales ➡️ Sales is the focus

Taskforce

Another possibility would be to use an internal task force with extensive decision-making authority, which in turn must be provided with the necessary tools.

Distribution of marketing budgets worldwide by CMOs in selected economies

Distribution of marketing budgets worldwide – Image: Xpert.Digital

Distribution of marketing budgets worldwide by segments. 432 respondents at companies with annual revenues of $500 million to $20 billion.

Based on the results of a survey of CMOs in North America, the UK, France and Germany, it was found that 26.2 percent of marketing budgets were spent on technology in 2020. Paid media accounted for almost a quarter of marketing spending this year.

24.5% – Marketing work
26.2% – Marketing Technologies
23.7% – Agency Services
24.8% – Paid media/ads
0.9% – Other

Number of marketing technology solutions available worldwide from 2011 to 2020

Number of marketing technology solutions available worldwide – Image: Xpert.Digital

During an annual study assessing the state of marketing technology around the globe, it was found that as of 2020, there are 8,000 martech solutions available to industry professionals. The number of these tools has grown steadily over the past decade, starting with just 150 in 2011.

New marketing tactics and channels used by B2B companies in the United States

New marketing tactics – Image: Xpert.Digital

At the end of 2020, B2B marketers in the US were surveyed about the new tactics, strategies and channels they plan to implement in 2021. According to 46 percent of respondents, account-based marketing was at the top of the list of measures they plan to incorporate into their marketing efforts in 2021, and 41 percent said the same about video marketing.

46% – Account Based Marketing
41% – Video Marketing
38% – Influencer Marketing
38% – Artificial Intelligence
33% – Retargeting
32% – Personalization
29% – Inbound Marketing
27% – Podcast & Livestreaming
24% – Conversational Marketing
22% – Mobile-first strategy
11% – Programmatic Advertising
11% – Voice Optimization
5% – Others

Changing investments in emerging marketing technologies according to retail marketers

Investments in emerging marketing technologies – Image: Xpert.Digital

Changing investments in emerging marketing technologies according to retail marketers in North America. 65 percent said they would increase spending on customer data platforms, and another 52 percent said the same about investing in personalization technologies.

The Most Trusted Data Sources According to Marketing Experts Worldwide

Marketing data sources – Image: Xpert.Digital

In a survey of global marketers conducted in August 2019, 80 percent of respondents said they trust third-party or partner data research results. Internal data was the second most trusted source among marketers surveyed.

80% – Third-party data from vendors or partners
75% – Own data
50% – data agencies (media and/or creative)
44% – Data from technology companies
41% – Data from publishers and media partners

Current PDF libraries to support your marketing planning and activities

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

Do you need more input on marketing?

That’s why Xpert.Digital for Ulm and Augsburg!

Konrad Wolfenstein

I would be happy to serve as your personal advisor.

You can contact me by filling out the contact form below or simply call me on +49 731 37 999 300 .

I'm looking forward to our joint project.

Write to me

Or book an online appointment right here (video call via Microsoft Teams)

Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° business development solution, we support well-known companies from new business to after sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

You can find out more at: www.xpert.digital – www.xpert.solar – www.xpert.plus