4/5 say budgets have been cut

More than 1/3 say they are bringing marcoms work in-house 

51% say marketing communications has become more centralised in recent years.

69% say a greater emphasis has been placed on targeting specific audiences 

93% research their target market & 69% say they are constantly gathering insight from their target markets

Just over half say that keeping track of customers has increased in importance

Just under half say a greater emphasis has been placed on evaluation especially calculating ROI in communcations.

Most valuable marketing skills

Biggest skill shortages

generate relevant audience insight

evaluate and prove ROI/value of marcoms

creativity

The marketer as a 'creative type' is outmoded as a result of lower budgets, tighter focus and the need to generate sales leads at the expense of brand development

Science has replaced art. Tracking and evaluation have become major trends.

Measuring Marketing Campaign Success

SalesLeads

BrandPerception

Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers in UK-based companies.

51%

25%

68% say greater focus on driving sales

HEADLINE TRENDS

AT A GLANCE

BRANDS TO LEADS

MARKETERS AS RESEARCHERS

CHANGING SKILL SETS

FROM BRANDS TOSALES LEADS

3/4 say social media is the top trend 

Just over 1/2 say it's less about brand development and more about demand generation

9 out of 10 indicated that other than Marketing/PR/Comms teams it is the Sales department who use target market research

27% 24%

42% 42% 36%

data analysis

making sense of different data sources

trendsanalysis

This compares to just 7% who say the trend is to outsource more of the marcoms function.

93%

10%

Brands®

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