The Fournaise Marketing Group, a global leader in marketing performance measurement, assessed the effectiveness of 2.5+ million B2C/B2B marketing strategies, campaigns and ads across all media channels (traditional, digital, direct, mobile) to identify what worked or did not, or what worked less effectively, where, when and why over the last year.
The company’s study now reveals that 71% of marketers have been focused more on their campaigns/activities and budgets on new media platforms to deliver their marketing messages and engage with their target audience - particularly mobile, social and digital. Unfortunately, the same marketers spent less time and efforts researching, developing and testing attractive and relevant “Product Customer Value Propositions” (pCVPs) and/or “Communication Customer Value Propositions” (cCVPs) for the same campaigns/activities, the study discovered. As a result, Fournaise detected that these CVP-neglecting “new-media-will-deliver” marketers performed three times lower on average in terms of business results and ROI than CVP-focused ROI marketers, who happened to as well use the same mobile, social and digital media in their message delivery channels mix.
Fournaise published further that 70% of marketers believed that marketing automation, ommichannel executions and Big Data management would be “game changers” for them in 2013. Therefore, they spent more of their time, efforts and money on these areas last year, instead of giving pCVP and/or cCVP crafting and optimization proper attention. Consequently, Fournaise proved, 79% of these marketers admitted they still failed to unquestionably prove that their marketing spending could deliver the ROI expected. In fact, the industry expert claims in its most recent press release that more than 70% of marketers (still) got it wrong in 2013 and failed to deliver the business results their management expected them to deliver, such as more sales, more market share, more sales-ready prospects and/or more conversions.
“The key 2013 marketing performance lesson is simple: campaigns/activities without crafted, researched and optimised CVP (pCVP and/or cCVP) architectures will under-perform, regardless of the media channels they are deployed in. Unfortunately, we tracked that most CVPs were not audience-attractive and not audience-relevant enough last year” said Jerome Fontaine, Global CEO & Chief Tracker of Fournaise.
Marketing professionals are always challenged to demonstrate how marketing generates revenue and contributes to companies’ business goals, so they should listen to Fontaine’s #1 Marketing Performance Boosting advice, who asserts that marketers should remember that everything must start with the right CVPs & the right CVP architectures, if they want to deliver real business results. “Without them, talking about customer experience or engagement is just a waste of time”, Fontaine concluded.
“One of the diseases in the marketing industry is that marketers too often forget new media, marketing automation, omnichannel, Big Data and the likes are only tools used to best deliver, analyse and/or optimise the messages (CVPs). Those marketers who made the tools the core of their strategies got it wrong in 2013”, he states. In the tyre industry they say that power is nothing without control. In the marketing industry, the tools are nothing without the right content (CVPs)” Fontaine explains.
Since demonstrating the added-value achieved through marketing efforts is a marketers daily business, making use of the Fournaise Marketing Group’s unique Scorecard methodology, CustomerGenerator, ShopperConverter, Audience- or CampaignTester can be beneficial for identifying needed corrective actions to generate better results.