Aprimo poll reveals European marketers' key views

Aprimo market research, carried out late 2007 among senior B2B and B2C European marketers, highlights the attitudes of marketers to measuring performance and the issues they face.

Key findings of the research showed that 68 per cent of respondents either did ad hoc or carried out no evaluation of their marketing campaigns.

The lack of integration between departments systems and processes is highlighted as the single most important factor to impact the ability to measure marketing performance, according to 55 per cent.

Commenting on this astonishing statistic, David Arrowsmith, Director of Marketing EMEA, Aprimo, said: "Evaluation is an important aspect of marketing - it adds an element of accountability, and it helps inform future marketing plans.

"If it was quicker and easier, more people would do it.

"This research shows us that evaluation needs to be more integrated into marketing campaigns, and marketing in turn needs to be joined up with other functions, such as sales and finance.

"This would increase measurability of marketing performance without adding to the already heavy workload of the modern marketer".

The survey findings identified two main challenges: increasing the productivity of marketing was the key challenge for nearly 50 per cent, whilst 30 per cent highlighted the lack of skilled resource.

This marketing skills shortage proved to be a challenge shared by a vast majority of 94 per cent, whether in all departments, or just specialist areas.

In fact, only two per cent are fortunate enough to have no problems recruiting and retaining the right people.

However, a positive outlook was prevalent, with 66 per cent stating: "My confidence is high, times are good, the economy is booming and the outlook is positive".

This optimism might have a link to the marketing budgets, which in the case of 60 per cent of respondents increased in 2006-2007, and for 23 per cent, budgets increased by more than 10 per cent.

This bright outlook translates into the strategic goal for marketing to acquire new customers and capture a larger market share, according to 68 per cent of respondents.

Hot on the heels of the postal workers strike and its fallout, DM was a topical issue.

Yet only six per cent of marketers polled believe that direct marketing is dead.

Twice as many marketers gathered in the opposite corner, with 12 per cent stating that direct marketing is now more relevant than ever.

The rest of the attendees believed there is more life in the DM industry yet, but stated that they "recognise the challenges" (48 per cent) or "think it requires a rethink" (34 per cent).

With Aprimo's keen interest in emerging technology, it was inevitable that the question of Web 2.0 would arise.

Marketers are recognising the challenge brought by the new age of technology and consumers, and most are planning to make changes accordingly.

The survey showed 37 per cent are familiar with web 2.0 and that it is embedded in their marketing strategy.

However, 63 per cent confessed to either not understanding it or neglecting it in their current strategies.

This looks set to change, as 62 per cent indicated that they are making subtle changes to their plans, and 10 per cent said "we are having to rethink our whole marketing strategy" as a result of the changing face of consumers and its impact on marketing.

Arrowsmith commented further: "This research gives us valuable insight into the current issues marketers face - engaging with marketers and learning about their challenges enables us to address their needs with our products.

"We are confident our customers welcome this approach, as we now have a customer base of over 65,000 marketing professionals benefiting from our solutions".

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