How to boost our confidence

The latest Bellwether report shows marketers are taking a more “cautious approach to marketing expenditure”, with a decrease in marketing budgets for the second consecutive quarter. As another sign of faltering confidence in the industry, it’s important for marketers to take stock of their campaigns and ensure their budget is spent wisely and their campaigns are nurtured.

It’s easy to fall into the trap of using only traditional marketing methods due to a strict company policy, or hopping onto the latest social media bandwagon, but each marketing strategy should have one constant focus: the customer.

More than ever, consumers have a choice when it comes to how they interact with brands from the products and services they favour most, to the personal information they choose to share. Marketers must honour their customers’ unique preferences, by focusing marketing efforts through a channel they know their customers prefer and respond well to; leaving marketers confident in knowing that they aren’t wasting financial resources on sending emails or posting status updates that will largely go unread.

In addition to focusing your strategy on individual consumer behaviour, it’s important to look at the bigger picture. Some marketers continue to store customer data in separate, siloed locations when the could use the data obtained through each marketing channel to create one, complete picture. This way, they can be more strategic and more able to streamline campaigns; saving both time and money.

Nigel Arthur
Managing director, ExactTarget UK

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here