Dealing with IT and web teams is the top challenge for marketers
Problems dealing with IT teams and a lack of time, resources and money to optimise campaigns are among the top “pain points” for marketers according to new research by Econsultancy and SmartFocus.
In their ongoing effort to engage with consumers’ changing behaviours, marketers are facing new challenges in using data and technology effectively according to the report.
The survey of over 500 client-side marketers, conducted earlier this year, ranked 17 “pain points” experienced by modern marketers by giving them a “migraine rating”.
The biggest issue facing respondents was dealing with IT and web development teams, with 54% calling them a “major bottleneck”.
Meanwhile, nearly half (47%) of respondents claimed they have no time to “test and optimise campaigns”.
Not having the time, budget or IT resources to develop a “single customer view” was also an issue for 42% of marketers, with 41% claiming they don’t have enough of a budget or that their budget is decreasing.
Meanwhile the multichannel world is also taking its toll with 41% of respondents stating that they can’t keep track of customers “across different channels on different devices”.
Bola Awoniyi, research analyst at Econsultancy said: “The increased connectivity of the consumer really has created a multitude of opportunities for marketers but the workload and array of challenges has become greater.”