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Marketers struggle to tie creativity to commercial returns, LIONS, WARC report
LIONS, WARC and The Effectiveness Partnership have launched the results of a new global survey into Marketing Challenges – examining what the global marketing industry thinks about the challenges it faces, and what needs to be done about them.
Gurdeep Puri, Founding Partner of The Effectiveness Partnership, outlined the findings in an WARC Talks Podcast with David Tiltman, SVP Content, WARC – and announced a new free-to-download whitepaper entitled Marketing Challenges 2023.
Most telling of the results was that 75% of marketers surveyed find it always or frequently challenging to tie creativity to commercial return, whilst 92% find it at least sometimes difficult. Report author Warwick Cairns, Strategist, The Effectiveness Partnership states “it puts our industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times.”
Other results from this survey included:
Marketing Effectiveness was cited by 64% of respondents as a major challenge, topped only by economic uncertainty which was cited by 72% of respondents.
80% of marketers see five major challenges to developing creative strategy – with selling plans to the C-Suite ranked as the most challenging, mentioned by 83%.
Over 80% of marketers surveyed struggle to evaluate vast quantities of incompatible data.
Channel usage is strongly linked with the ability to calculate ROI, with a clear and strong opportunity to expand the role of measurement.
The Marketing Challenges 2023 whitepaper can be downloaded here
