Marketers are unbalanced, says a new report from Altimeter Group. (Insert your favourite marketing joke here.)
But in this case, it’s not counseling they need, rather a change in strategy to accommodate the trend away from advertising and towards content marketing.
Marketers are reeling from the enormous demands that continually creating and publishing media places not only on marketing departments, but also on the enterprise as a whole. Due to shifts in consumer attention, companies are challenged to move beyond episodic, short duration ‘push’ campaign initiatives into longer-term, often continual ‘pull’ marketing initiatives that require new strategic approaches.
Rebalancing resources, and company culture, to supply a stream of targeted, high quality content, will give organisations a marketing advantage, argues Lieb.
Her report is based on interviews with 56 representatives of B2B and B2C companies, and you can read it below.