When it comes to marketing innovation, do brands walk the talk?
Marketing is a sector overflowing with innovation. On the tech side. When it comes to the companies employing marketers, innovation takes second place to traditional methodologies, says Jon Stubley, and that’s not doing anyone any favours.
Much is said of the evolving role of the marketing organisation within the enterprise, and for good reason. The continual rise of programmatic buying and the growth of native advertising provide brands with the opportunity to combine marketing research and outreach into a single initiative.
This results in deeper insights as well as efficiencies. Consequently, marketing is now far more strategic to any enterprise, providing valuable insight into virtually all aspects of the enterprise.
Well, that’s what we hear, but is it really happening? How many brands are truly on the leading edge of marketing innovation? To find out, we surveyed 240 digital marketers at Fortune 500 companies in the US about the state of marketing within their organisation. Although confined to US-based marketers the results were in line with my experiences here in Australia. And they look like this:
Innovation Adoption Rates
Only 9% of respondents described their organisations as fully embracing innovation, meaning they consistently evolve to incorporate the best tools and structures into their organisations to drive success. They invest more than half of their budget (57%) into digital, and anticipate that three-quarters of their budget will go towards it by 2017.
Nice job stealing images from General Assembly…
Hi Brian,
Thanks for flagging this.
The incorrect use of this image from Mumbrella’s library was unintentional and we certainly didn’t intend to steal it from General Assembly.
The reason it ended up in our library was because at some point in 2014 General Assembly used our free events board to promote an event and uploaded the image along with their ad.
You can see the ad on our site here: https://mumbrella.com.au/events/introduction-ecommerce-successful-strategies-digital-merchants-3 which also includes that image.
Unfortunately when a member of our editorial team was searching for an image to illustrate the article this week, they stumbled upon the image in our library and made use of it. Our general practice for stock images is to use one of the image libraries to which we have subscriptions.
I’ve removed the image from the article.
I’m not sure if you’re actually from General Assembly as you haven’t shared any other details about yourself, but if you are, please accept our apologies.
Cheers,
Tim – Mumbrella