Brands may be struggling to get the best out of their content marketing efforts due to general lack of knowledge within the organisation about how marketing actually works.
A new survey published by Marketing Week suggests organisations in a range of sectors and industries still do not fully comprehend the value of marketing and are often viewing it in isolation as a single investment, rather than an evolving activity that requires every department to be on board.
Just a third of the marketers surveyed in the Career and Salary Survey said that their company completely understands marketing. Surprisingly, the travel sector is among the worst offenders in terms of misunderstanding how marketing can support business and drive engagement, sales and revenue.
Ryanair CMO, Kenny Jacobs said: “It’s an industry where communication plays a key role. It’s a very competitive consumer category, so communicating what your product is, what the value is and your proposition to your target consumer is central to every single travel business.”
Agencies currently lead the way in marketing comprehension, ahead of the gaming and gambling sector and FMCG. In contrast, the utilities sector and construction and property are at the other end of the spectrum, with almost a quarter saying it is not understood by the rest of the enterprise.
UKTV CMO, Zoe Clapp, added that brands can improve their understanding by bringing the entire organisation together to learn and make decisions that actively support marketing efforts and campaigns.