Communications professionals are losing confidence in their own messaging. Less than 10 percent of digital marketers view their own content as effective, according to a new study. In order for clients’ aspirations to be realized, a more efficient delivery on key goals is desperately needed. But given the disruptive uncertainties in terms of what actual audiences are and what they want, confidence in the tracking and effectiveness of the messages reaching them is likely to remain low.
How influential are today’s influencers?
Although PR industry professionals, companies and customers all see the value of content marketing, and all the more in the age of digital information, the problem is making and tracking effective messaging.
Even in an era where big data is beginning to yield a stunning array of numbers, much remains a mystery. How successful was that clever campaign in driving a company’s impressive profits? What’s the correlation between lower ROI and another campaign from another company that looked cool but is still ultimately hard to track? Would profits have been even lower without that campaign’s messaging, or did it in fact drive profits? Marketers simply cannot clearly differentiate successful campaigns from less effective digital messaging, and rely too much on circumstantial evidence like customer perceptions. The percentage of marketers lacking confidence in the effectiveness of their content has nearly doubled from around one third just two years ago to nearly two thirds today.
From e-disruption to a world of innovation
As always though, opportunity knocks. To the integrated online marketing teams that can track and broadcast the effectiveness of their messages in reaching the right audiences and delivering desired results, great long-term rewards await.
The Human & Digital Communications Agency
Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.