Wednesday, September 30, 2020

Marketing Needs Assessment


We have been running a continuous marketing needs assessment survey since April of 2017. Here are the latest findings. 

Organizational role:

  • CEO - 19%
  • CMO - 12%
  • Marketing director - 12%
  • Product manager - 12%
  • Marketing manager - 10%
  • Marketing vice president - 7%
  • Brand manager - 5%
  • Research analyst - 5%
  • Marketing analyst - 3%
  • Media planner - 3%
  • Creative director - 3%
  • Graphic designer - 2%
  • Account executive - 2%
  • Other - 5%
Industry (adds up to more than 100% because people can select more than one):
  • Consumer products - 20%
  • Consulting - 19%
  • Consumer services - 15%
  • Business services - 12%
  • Communications - 10%
  • Education - 9%
  • Financial services - 7%
  • Industrial products - 5%
  • Research - 5%
  • Healthcare - 5%
  • Energy - 3%
  • Automotive - 3%
  • Aviation - 3%
  • Hospitality - 3%
  • Defense - 3%
  • Software - 2%
  • Enterprise solutions - 2%
Findings:
  • The biggest issue facing people's businesses today is increasing sales/growing the business.
  • The second biggest issue is successfully launching new products.
  • The third biggest issue is dealing with COVID-related challenges.
  • The forth biggest issue is generating more qualified leads.
  • The fifth biggest issue is lack of confidence in the marketing function.
  • The two biggest marketing issues are building brand awareness and successfully differentiating the brand.
  • The top specific issues are (1) finding the most cost effective way to reach customers, (2) developing a strong identity for the brand, (3) knowing how to best use digital, mobile and social media marketing, (4) determining the best way to spend the marketing budget and (5) better understanding customer needs.
We are always looking for additional feedback from marketing practitioners and business executives. To take the survey yourself, please click on this LINK. While the survey is anonymous, if you so choose, you may enter your name and email address for a chance to win a Brand Aid book, two hours of free consulting or a $50 Amazon.com gift card.

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