‘How your company culture is killing marketing creativity’ – Econsultancy
Chole Young says, “Proof of ROI is the one factor guaranteed to get board-level buy-in for increasing marketing budgets.
But is the fixation with ROI getting in the way of innovation?
In a fast-moving marketing landscape where new channels and platforms appear almost monthly, do marketers run the risk of losing opportunities because they haven’t yet been proven?
What are the barriers to investment in digital marketing?
An annual study by Oracle Marketing Cloud and Econsultancy asked marketers: “What is preventing your company from investing more in digital marketing?”
The 2016 results showed clearly that, along with restricted marketing budgets, inability to measure ROI, short staffing and company culture were top obstacles.
Crucially, the drive for strict ROI impacts the other factors, as without concrete figures decision makers are unwilling to increase budgets“.
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