Marketers Say Continuous Change Goes with the Territory

Lori Alba Written by: Lori Alba

The only constant is change, the old saying goes, and the marketing world is no exception.

64% of marketers expect their role to change in the next year, and 81% predict it will change within the next three years, according to a study by Adobe.

What’s driving change for marketers? More than anything else, they say it’s the increasing number of digital channels they are expected to utilize and manage.

91% agree that marketers need to become skilled in more than one area, and 90% agree that digital tools and channels are fundamentally changing the nature of marketing.

When asked what capability will be the most important to marketing in the years to come, personalization topped the list, beating out big data, mobile, real-time marketing and social media. 63% of high-performing companies say they are completely or very focused on personalizing their customers’ experiences.

For large companies with local affiliates, providing consumers with personalized, distributed local advertising across a variety of mediums - while staying true to brand messaging -  can prove to be a challenge.

A local marketing automation platform like Brandmuscle’s BrandBuilder® can resolve the major concerns identified by marketers in the Adobe report and enable them to achieve local, multichannel success - without losing their cool.

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