Being a marketer can seem, at times, almost like being a superhero. Brands expect more and more complex things from their marketers and take it for granted that they will achieve print things for the company. The brand will become the one that achieves the highest recall rate, it will be the one that establishes the most emotional ties with consumers, the one that stars in the last viral of the month and the first of the following month, and the one that achieves engagement ratios that outperform everyone in the industry.

To all this is added that those marketers who achieve so many and so varied things are, in addition, increasingly good in more and more varied areas.Bulgaria Phone Number List They know about social networks, they have a high knowledge of big data, they are highly creative without losing a scientific mind and they can do practically anything that the brand needs and proposes.

All this is not, in reality, what really happens. Brands need their marketing managers and their workers in that area to have a lot of knowledge and a wide variety, but the reality does not really fit what they are expecting or needing. Marketers do not really have all that knowledge (and it could be said that, in part, it is a fairly normal and natural conclusion to an increasingly growing list of demands and requests) and are therefore not able to fulfill with all the expectations of the companies.

The conclusion could be obtained by practically any expert who is dedicated to observing what there is, what is requested and how these demands have grown exponentially in recent years, but the truth is that it is supported by studies on what they are doing (and what not) those responsible for marketing.

A study by BlueVenn, based on an American and British sample, has concluded that most marketers lack the basic conditions to reach a conclusion about consumers and, therefore, to make a decision. their work effectively. According to their data, 82% of marketers lack the knowledge or resources to get a single picture of consumers. That is, they cannot achieve a final image of the consumer to use to create their messages because they are not able to reach that end point.

Know the consumer not very well
In fact, the main problem could be that they have too much scattered information and that they are not able to integrate it into a single situation. 41% of those interviewed indicate that they have 20 or more information points about consumers.

This means that the work of marketers suffers and that the day to day becomes a swampy ground in which it is difficult to reach the consumer effectively. In fact, 1 in 10 marketers consider achieving a 360º view of consumers a “mythological beast” (that is, something that is talked about a lot but is impossible to achieve in the real world), despite 43% believe that obtaining it would give a much higher ROI.

It is not the only problem they face. Marketers are a bit tied when it comes to targeting, too. 80% feel that they are not capable of segmenting consumers well in real time, although 39% point out that this is precisely one of the most important actions they must take.

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