Welcome!

News Feed Item

Fournaise: Over 70% of Marketers (Still) Got It Wrong in 2013

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.

That’s one of the findings identified by The Fournaise Marketing Group – one of the world’s leading All-Media Marketing Performance Measurement & Management (MPM) companies – through its 2013 Global Marketing Effectiveness Program in which it 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.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Redis is not only the fastest database, but it has become the most popular among the new wave of applications running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 18th Cloud Expo, Dave Nielsen, Developer Relations at Redis Labs, shared the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, will share examples from a wide range of industries – includin...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Phil Hombledal, Solution Architect at CollabNet, discussed how customers are able to achieve a level of transparency that e...
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
"We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, showed how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningful f...
"We are the public cloud providers. We are currently providing 50% of the resources they need for doing e-commerce business in China and we are hosting about 60% of mobile gaming in China," explained Yi Zheng, CPO and VP of Engineering at CDS Global Cloud, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at 20th Cloud Expo, Ed Featherston, director/senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Between 2005 and 2020, data volumes will grow by a factor of 300 – enough data to stack CDs from the earth to the moon 162 times. This has come to be known as the ‘big data’ phenomenon. Unfortunately, traditional approaches to handling, storing and analyzing data aren’t adequate at this scale: they’re too costly, slow and physically cumbersome to keep up. Fortunately, in response a new breed of technology has emerged that is cheaper, faster and more scalable. Yet, in meeting these new needs they...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effici...
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...