While the rapid rise of omni-channel marketing has fast-established it as fundamental in any marketing strategy, the enhanced customer interaction and experience it brings is not without challenge or consequence. In the context of campaign execution, management has become increasingly complex as marketers must now navigate multiple streams at any one time.
Moreover, omni-channel is synonymous with digital, with the continued development of online channels demanding new skillsets and ways of working from seasoned marketers. With this in mind, what is the impact of such increased demand on the performance of marketing departments, and more specifically campaign execution?
A recent survey* conducted in partnership with the Financial Services Forum found that:
Only 12% of CMOs were confident in the consistency of campaign execution and just 4% were satisfied with execution efficiency.
These are pretty damning statistics. They also strongly suggest that campaigns are not delivering what the CMO needs… and if the CMO is not getting what they need, how will this translate into board level reporting and accountability?
Interestingly, in the context of reporting back to their own teams, CMOs ranked the following as important:
- 64% overall impact
- 60% targets
- 52% results
- 24% progress
So, the most important areas to keep staff fully informed about are impact, targets and results, yet campaign progress is acutely overlooked. Which begs the question, if staff are not being updated on progress, how can marketing campaigns be kept on track, or activity adjusted, if they are not performing as expected?
For any CMO who lacks confidence in the consistency and efficiency of campaign execution, have you considered the impact and risk to your business?
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*Online survey of 25 CMOs, conducted in partnership with BluprintX and Financial Services Forum, July 2020
