Power, Disruption and Leads: Tech Marketing in the Social Economy
A recent Vanson Bourne survey looked at ways in which marketing has changed for those working in UK-based technology companies today. The survey was conducted by Vanson Bourne with 59 tech marketers in UK-based companies.
Cultural Shifts in Marketing
Although marketers use an array of communications channels to engage the customer directly, they are now expected to achieve ‘more with less’ – building brands and, crucially, driving sales demand. The rise of social media has complicated research, marketing communications and the evaluation of both. Many marketers recognise that the marketing function’s culture has changed fundamentally – with important consequences for them and their colleagues.
A source of leads
A weak economy has made companies concentrate on protecting market share while winning whatever new business they can, driving fundamental change. Most respondents see the role of marketing now re-de¬fined as a feed source for the sales team and the biggest shift in their role in cultural terms is the overwhelming use of social media.
I’m not listening: lack of social media evaluation
Despite nearly all marketers running and tracking multidisciplinary campaigns, only a small minority measures audience reach and still fewer track “social media chatter”.
With time and budgets squeezed, marketers seem forced to settle for monitoring social networks themselves: most interviewees track social media using in-house tracking tools but far more say they don’t track social media usage or ask their retained or specialist agency to do it.
Marketers to curators
Marketers are no longer “creatives” they’re now expected to be researchers, data scientists and ‘curators’ of branded content. “Getting relevant audience insight” and “content creation” and “ability to evaluate and prove ROI/value of marketing communications” are the skills valued by most respondents, with “creativity” way down the rankings.
Trying to make sense of it all
The unrelenting focus on sales leads and budget constraints is stretching marketing resources. It’s also challenging the in-house team’s skill-set, particularly in analysing audiences, segmentation and campaign data.
Marketers said the skills they most lack are; “data analysis”, “making sense of different data sources” and “trends analysis”.
The full report from Vanson Bourne can be seen here.
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