Marketing challenges: What the global marketing industry thinks about the challenges it faces, and what needs to be done about them

The Effectiveness Partnership, LIONS and WARC

Looks at the complex web of challenges that today’s marketers must navigate, which make strategic planning more challenging and investment decisions more risky.
  • Ninety-two percent of marketers find it difficult to tie creativity to commercial return, which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times.
  • Eighty percent of marketers see five major challenges to developing strategy, which put multifaceted pressure on marketers’ technical, organisational, diplomatic and persuasion skills.
  • Over 80% struggle to evaluate vast quantities of incompatible data, which makes it hard to prepare and present a coherent business case.
  • Channel usage is strongly linked with the ability to calculate ROI, presenting an opportunity to expand the...

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