Challenges to achieving competitiveness in influencing the attitudes
and behaviours of consumers and other stakeholders
Research at the Centre for Integrated Marketing shows that:
• The world is changing: it's more complex, the opportunities
are more extensive, and the competition is smarter
• Customers and other stakeholders receive more marketing
communication than at any time in human history
• There is an increasing pressure to demonstrate ROI
• Success requires maximum efficiency and effectiveness
• Current methods mean that efficiency is often not
maximised
• Even working with considerable efficiency and effectiveness,
much marketing communications remains ineffective due to the competition's
negating efforts
• Even working at considerable creative effectiveness,
excessive costs limit impact versus the competition's negating efforts
and communication proliferation
• Lack of precise, accurate and shared insight into
both the brand identity and its stakeholder communities diminishes
performance, and this appears surprisingly common
• Lack of a governing idea for the communications spectrum
diminishes performance, again surprisingly common
• Failure to include all corporate functions and communication
channels in planning sub-optimises performance
• Fragmented, competitive practice, habit and payment
methods in the marketing communications industry sub-optimise efficiency
and effectiveness of performance
• Narrow, discipline-specific and prejudiced communication
objectives determine creative technique and goals adversely
• Organisational structures based on excessive discipline
polarisation sub-optimise performance, leading to skills, creative
approach, objectives and research being channelled through silos
on both client and agency side.
• Planning and evaluation tools based on individualised
communication disciplines do not reflect present planning and evaluation
needs and bar inter-discipline planning and learning
• Many communication perspectives, discourses and assumptions
are inconsistent and sub-optimal
Source: Centre for Integrated Marketing Research
by Prof Angus Jenkinson with senior marketers, 2003
© Angus Jenkinson, 2003
For more information, visit the Centre website at www.IntegratedMarketing.org.uk
|
