Brands failing to innovatively target customers in multichannel market
While the average marketing team may have traditional brand-building skills, all too many are failing to come up with innovative new approaches to targeting and marketing in an increasingly multichannel world.
A survey among 150 C-level, marketing or business unit managers undertaken by brand and marketing consultancy Prophet revealed that supporting business growth via a well-differentiated and relevant brand positioning strategy was now top of the agenda.
Nonetheless, two thirds believed that the company rather than customers or other stakeholders remained that brand’s primary ‘owner’ despite "increasing evidence to the contrary", Rune Gustafson, president of Prophet’s operations in Europe, the Middle East and Africa said.
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