At the Direct Marketing Association’s Integrated Marketing Week event on Tuesday, Econsultancy VP of research Stefan Tornquist revealed preliminary results of a still in-progress study about the state of modern marketing.
So far Econsultancy has surveyed 250 marketers from Fortune 500 brands at the director level and above, Tornquist told attendees in New York City. Questions focus on companies’ digital evolution and how they are “built for tomorrow.” Respondents have been divided into three categories: disruptors, average, and disrupted. On one end, disruptor companies are innovating and sending ripples through the industry; on the other, disrupted companies are finding it hard to adapt to the many changes taking place.
Here are the 15 most interesting stats from Tornquist’s presentation.
1. Nearly one-quarter (23 percent) of companies believe digital won’t have a big impact on their businesses.
2. Fifty-one percent of disruptors believe technology is usually or always enabling, compared to 17 percent of the disrupted.
3. Twenty percent of all surveyed say they are part of the digital change—they are the disruptors.
4. In B2C, 96 percent of all marketers admit they are dealing with significant change.
5. Forty-eight percent of all marketers say retaining good digital employees is a problem.
6. Forty-one percent of all marketers believe the C-suite “gets” digital.
7. Forty-one percent of disruptor companies, 31 percent of average companies, and 24 percent of disrupted companies tie executive compensation to customer satisfaction.
8. Eighty percent of marketers in disruptor companies say their company’s strategic plan is easy to apply to everyday questions, vs. 75 percent for average companies and 60 percent for disrupted companies.
9. Sixty-four percent of the disruptors, 56 percent of the average, and 48 percent of the disrupted believe that all marketing team members in their organizations understand the company’s strategic plan well enough to describe it.
10. Seventy-two percent of disruptors, 59 percent of the average, and 48 percent of disrupted say their company’s strategic plan lets them know what not to do.
11. Fifty-eight percent of disruptors, 45 percent of the average, and 16 percent of the disrupted say that content-driven in-bound marketing is at least 20 percent of their media mix.
12. Just 35 percent of disruptors, 28 percent of the average, and 12 percent of the disrupted say their company has a single customer view that integrates all customer data sources.
13. Sixty-seven percent of disruptors, 59 percent of the average, and 37 percent of the disrupted say they regularly analyze the customer journey across media channels.
14. Fifty-nine percent of disruptors, 47 percent of the average, and 25 percent of the disrupted personalize the Web experience based on user behavior.
15. When it comes to innovation, 48 percent of disruptors, 37 percent of the average, just 12 percent of the disrupted have specific goals and actually track their progress.