Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
CONCIERGE DESK
Read more now
Read more now
Read more now
Marketing Fact: Over 70% of marketers (still) got it wrong in 2013.
Tuesday, 28th January 2014
Source : The Fournaise Marketing Group
 

Because they did not pay enough attention to the CVPs in the strategies & campaigns they deployed.

The Fournaise Marketing Group, one of the world’s leading Marketing Performance Measurement & Management (MPM) companies, tracked that over 70% of Marketers (still) got it wrong in 2013 and failed to deliver the (real and P&L-quantifiable) business results their Management expected them to deliver, i.e. more sales, more market share, more sales-ready prospects and/or more conversions.

Through its 2013 Global Marketing Effectiveness Program, Fournaise measured the performance of Marketers through two types of Performance-Tracking Big Data:

(A) Hi-quant interviews with more than 1,200 CEOs, Management & Marketing decision-makers in North America, Europe, Asia and Australia; and

(B) Actual performance results Fournaise tracked for its Large & SMB clients in 2013 with its class-leading suite of 360-degree Marketing Performance Boosting solutions (Fournaise AudienceTester®, CampaignTester®, CustomerGenerator® & F-CPSS™): they measured the actual effectiveness of 2.5+ million B2C/B2B marketing strategies, campaigns and ads across all media channels (traditional, digital, direct, mobile) across 20+ countries worldwide and 13 vertical industries during the year – to identify what worked, what did not (or what worked less effectively), where, when and why.

Fournaise tracked that in 2013:

1) 71% of Marketers focused more of their campaigns/activities and budgets on New Media Platforms (particularly Mobile, Social & Digital) to deliver their Marketing messages and engage with their target audience – thinking that using New Media Channels is the best way to get their campaigns/activities to deliver results.

Unfortunately, Fournaise measured that the same Marketers also spent less time and efforts researching, developing and testing attractive & relevant “Product Customer Value Propositions (pCVPs)” and/or “Communication Customer Value Propositions (cCVPs)” for the same campaigns/activities.

The results: Fournaise tracked that these CVP-neglecting, New-Media-Will-Deliver Marketers performed 3 times lower on average (in terms of business results & ROI) than CVP-focused ROI Marketers® – who also happened to use the same Mobile, Social & Digital Media in their message delivery channels mix.

2) 70% of Marketers believed Marketing Automation, Ommichannel executions & Big Data management would be “game changers” for them in 2013 – they therefore spent more of their time, efforts (and money) on these areas last year, instead of on pCVP and/or cCVP crafting and optimisation.

The reality of results Fournaise tracked showed that 79% of these Marketers admitted they still failed to unquestionably deliver (or prove their Marketing spending unquestionably delivered) the level of business results & ROI expected of them by their Management.

"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.

“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 (the “Form”) 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. In the tyre industry they say that Power is nothing without Control. In the Marketing industry, Form is nothing without the Right Content (CVPs)” Fontaine added.

“So our #1 Marketing Performance Boosting advice to Marketers for 2014 is that if they want to deliver (real) business results, they should remember that everything must start with the right CVPs & the right CVP Architectures – without them, talking about Customer Experience or Engagement (the 2014 buzzwords) is just a (big) waste of time” Fontaine concluded.

The Fournaise Marketing Group - The Marketing Performance Booster®

Tracking & Boosting the Effectiveness of 2.5+ million Marketing Strategies & Ads Each Year, Across All Media Types (Traditional, Digital, Mobile, Events, Direct), Across 20 Countries Worldwide, 13 Vertical Industries and 11 Languages - for Fortune 500 Companies, Large Organisations, SMEs and Ad Agencies. We Know What Works, What Does Not, Where, Why & On Which Audience. We are the Performance Weapon of ROI Marketers® to Generate More Profitable Customer Demand.

Copyright ©2004-2014 The Fournaise Marketing Group. All rights reserved - Reprinted with permission. No reproduction allowed, even partial. www.fournaisegroup.com

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
Advertisment  
 Related News  (Click title to read article)
Top thoughts for 2014 - Global hospitality insights.
ITB World Travel Trends Report 2013/14.
Industry forecast for 2014.
Countdown to 2015: Creating ASEAN champions.
 Latest News  (Click title to read article)
TripAdvisor buys tours and activities website Viator
Wednesday, 30th July 2014

Japan aims to get medical tourists from China
Wednesday, 30th July 2014

European chain hotels market review
Wednesday, 30th July 2014

Boarding passes for Android watches are being made available
Wednesday, 30th July 2014

Millennial travelers enjoy amenities such as spa, dry cleaning and pet-friendliness
Wednesday, 30th July 2014
 Latest Articles  (Click title to read article)
Can Traditional Hotels Compete with Airbnb?
Wednesday, 30th July 2014

Helping Hotel Guests Through Travel Apps
Wednesday, 30th July 2014

Mid-Year Review: The Rising Tide of Mobile Bookings - How Hoteliers Can Stay Afloat
Tuesday, 29th July 2014

The 'Drink Up' Campaign Made a Measurable Difference
Tuesday, 29th July 2014

More Workers Taking Temporary Path To Being Hired Full-Time
Tuesday, 29th July 2014
 Most Read News  (Click title to read article)
Thailand Situation Updated - June 27: Thailand tourism gets stronger than ever
NH Hotel Group disposes Amsterdam asset
The Chinese Luxury Traveler - How destinations are decided and bookings made
News from around the Asia Pacific region, June 10
Alila and Commune create new lifestyle hotel management company

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy