Dive summary:
- A study released by Accenture revealed that four out of ten marketing executives are not well prepared to meet their objectives; most often they cited lack of funding and internal inefficiencies as the reason.
- 70% of executives believe that marketing will undergo a dramatic overhaul and that their energies should be shifted to digital.
- 66% of marketing execs will use at least 25% of their budget on digital next year.
From the article:
"The report shows that the need for change is being driven by increasingly demanding customers who expect more relevant interactions with brands. According to survey respondents, consumers’ expectations for relevant, targeted experiences are having the greatest long-term impact on marketing strategy (65 percent)."
