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Did Marketers Hit the Mark in 2013? Nope.
By: Dwayne W. Waite Jr.
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It was the year of social, information, and mobile, and the marketing community took to it by storm.

So marketers had to have been successful, right?

Well, not so much. According to the Fournaise Marketing Group, a group that compiled information from over 1,200 chief executives and marketing brand managers across the globe, 70% of them stated that the marketing campaigns they implemented did not realize the intended goals.

No increased sales. No increased market share.

Also, the report revealed that marketers failed to do the research and testing required for them to be successful. Yet, 71% of those marketers swore by online, social, and mobile outlets for increased growth.

AdLand, this is why people don't say nice things.

As we have said before, our industry is riddled with "shiny object syndrome" while we neglect the basics — research, testing, prototypes, and reasonable conclusions.

Troubling.

But we know that much of this information isn't new to many of you. So why are reports like this continually coming up?

Where's the disconnect?

With brands spending money on the Super Bowl, World Cup, and the Olympics, marketers and agencies have some serious money tied to some serious results.

Let's hope that the results are better in 2014.

*source: Brand Republic


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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