“The rapid pace of change means that developments in mobile, social and analytics are emerging faster than organizations can up-skill to keep pace. To fill this gap, companies need to start seeking marketers who can think beyond the campaign level and develop smart cross-channel programs that resonate with the consumer.”
this year, according to a new report by Econsultancy and Responsys.
The Marketing Budgets 2013 report says that marketing teams surveyed expect to increase their digital budgets by 28 percent on average. And around 56 percent of firms saying they will increase their digital budgets by over 20 percent within the year.
“The mass marketing era is dead. We’ve entered the relationship era. To succeed, companies will need to flip their approach to marketing on its head and design cross-channel strategies to deliver long-term relationships, not short-term transactions,” says Responsys EMEA Senior Marketing and Alliances Director Simon Robinson in the report.
“The good news is that marketing budgets are shifting accordingly. Successful marketers in the relationship era will be those who dedicate more resources toward forging real, individual relationships with their prospects and customers.”
Read more from the source: ClickZ