Three quarters of marketers surveyed find it very difficult to tie creativity to commercial return. Marketing effectiveness was cited by 64% of respondents as a major challenge, topped only by economic uncertainty, which was mentioned by 72%.
Additionally, 80% of marketers recognise five major challenges to developing strategy – with selling creative plans to the C-Suite leading the way as the most challenging, as mentioned by 83% of respondents.
The survey posed seven questions in total – covering different aspects of the five areas marketers must successfully navigate to produce commercially effective work in today’s world.
If you’re a brand marketer, ask yourself the same questions. Then, compare your responses to the survey results. The issues they cover are crucial in helping you drive effectiveness across your organisation in a world of unpredictability and disruption.