What is the biggest obstacle to taking advantage of digital marketing in a company?

Why does marketing have more or less weight in a company? What factors make marketing one of the success factors? Or putting it in a more colloquial way, what makes marketing work in some companies and not in others? That’s one of the big questions marketers grapple with almost every day. As a way to open a debate, I published a survey on Linkedin to collect the opinions of other experts. The question was very simple: In your opinion, what is the biggest obstacle to taking advantage of digital marketing in a company / project? As answers I chose four of the options that I considered closest. As you can see in the results, after just over 400 votes , the winning option was the lack of strategy .Survey results What is the biggest obstacle to taking advantage of marketing in a company? Tristan Elósegui You can access the Linkedin publication from here The lack of strategy is one of the most common factors for a Australia Mobile Number Database not to be able to take advantage of marketing. Strategy as a starting point for marketing success is one of the things that I have been betting on for a long, long time . What is the chicken or the egg first? First the strategy or the factors that make it work? It is clear, the strategy is the key, but what must we do so that it is successful once defined? To get an answer, we can look at the poll options, plus some suggested by voters, as factors for marketing success:

Obsession for short-term and unrealistic results. There were a few more suggestions, but these are the main ones. I agree with all of them, but I think they can all be derived from the initial options. Based on the results of the survey, and my own opinion / experience, we can start from the premise that we need a strategy for marketing to be successful in a company or for it to take advantage of it . But, if we look at each of the remaining options, they all seem to make sense. The training is a key factor is the key to change both the culture and people. The experience is the fastest way for you to take firm awareness of what really is the marketing, especially digital marketing, take real measure of results you can get, dowry necessary resources, … but if this activity has not been Well focused (lack of strategy, training, etc.), it can result in greater opposition to everything that involves marketing or digital. It is very common to find companies that have had bad experiences, bad advisors or a combination of both! The last factor, management commitment , seems like the key to the rest. But even this is influenced by the need for training or experience. Both can get management to commit to digital marketing, resulting in them starting to get serious about marketing, and defining a strategy to guide them along the way. So if there is no factor to start with, what do we need to do to get things going? As you may be imagining, there is no single answer. The success of marketing in a company is the result of the combination of all these factors. But I want to get wet, and bet on one: the management’s commitment to a digital culture . The key for companies to take advantage of marketing is in the commitment of the management or direction of the company Why do I think management commitment is the key factor? For two fundamental reasons:

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Company culture : as with all large projects, the touchstone (what we must attack / change first) is in the culture and the people of the company. And who best represents this in a company? In SMEs it is the founder, and in larger companies, the management (understood in its broadest sense). Implementation of large projects : for a project that touches so many areas of the company to be carried out, we need the project to start from the management and, from there, go down to the rest of the areas. If we go from bottom to top, we are going to find innumerable obstacles that will make the project stop. In other words, we need management leadership to get the rest of the company going. If these two circumstances occur, it is understood that a plan will be defined (or external help will be requested to define it), which includes training and everything necessary to carry it out. But how do we get management to commit in the first place? This is the key of the keys.It is a process to medium term : get management commitment is not a matter of an SI in a meeting or through a dazzling proposal. We need management to be truly convinced of what they are going to do, its consequences and, above all, of the real need to do it. Locate the decision makers and show them that they really need a marketing strategy. In addition to the benefit for the company, they have to see the advantages of having it for their department and / or area of ​​influence. “The elephants in small fillets”: we must be able to phase the project in such a way that the De Phone Number is able to digest it. Sometimes, when we see something clear, we tend to put more and more topics in the project and this becomes something immeasurable for the company. Training: if necessary, an internal training program can be proposed, which in addition to improving knowledge, helps to understand the need for the marketing strategy. As in all large projects, there is no one correct answer and the reality is that it is usually the combination of many factors. But what do you think of this approach? Do you see it feasible in your company? What would you change / add?

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