The TNS-Sofrès website has just published the results of a study conducted in July 2015 among 521 marketing managers working in France.
This one offers insights into the impact of digital transformation on the marketing professions.
Half of marketers believe their profession will undergo profound upheaval in the coming years.
Digital will be the main reason for these transformations. The TNS-Sofrès article tells us:
"Thus, for a majority of them, the main challenge in the future consists in a better consideration of digital, mobility and its consequences in customer relations and communication (63% of quotes), but also in the development of marketing intelligence from data (57%) and finally in customer knowledge and the ability to adapt the customer experience accordingly (56%). "
The next step will be digital transformation of the enterprise as a whole.
The company's internal functions will be affected as well as offering development.
The measurement of the performance of Marketing actions will also be strengthened. 71% of managers say they favor ROI indicators measuring the effect of marketing and communications actions on business transactions.
The B to B marketers are even more careful about performance indicators; a majority of them say they are not satisfied (56%).
Marketers are aware of the importance of social networks in their customer relationships and their loyalty process.
91% of them find them effective for their business but only 41% consider that they are properly integrated into their strategy.
69% of respondents see data on their customers and/or prospects as a source of opportunity, especially for CRM and Social CRM (37% of responses).
The main problems in meeting these challenges would be the lack of a strategy (67%) and the difficulty of finding internal skills (82%).