Creating a successful marketing strategy can be difficult — there are a lot of parts to consider in the process, and if you don't coordinate and plan everything just right, it could hurt your campaigns.
In fact, there are several pain points that marketers experience. According to a new study from marketing automation software company Marketo, 92 percent of marketers said they feel like they're constantly changing directions and priorities, while 86 percent said they experience a lack of coordination with other teams within the company. Eight-five percent felt a lack of coordination within their team, and another 85 percent said they felt an inability to execute their campaigns.
Having clear-cut marketing plans could help alleviate some of these pain points. According to the study, companies with documented marketing plans were nearly twice as likely to stay on strategy most or all of the time, and 77 percent of respondents who reported feeling extremely satisfied with their marketing teams had documented marketing plans.
Despite this, only 66 percent marketers said their teams work from marketing plans. [Content Marketing Lagging? Avoid These 4 Mistakes]
And when it comes to creating a successful marketing plan, marketers think using a calendar is key, however, finding the right one can be difficult. More than two-thirds of respondents said that having a marketing calendar is important, but most of them are unsatisfied with their current tools.
Only 53 percent of respondents felt Outlook's calendar tools were satisfactory, while 52 percent were satisfied with Google Calendar, for example.
Marketers said their top calendar must-haves included the ability to easily move activities around (68 percent), the ability to track tentative and confirmed marketing activities (62 percent), the ability to filter by attributes (59 percent) and the ability to view metrics to related programs (56 percent).
Marketo also noted that using a mix of techniques and channels in your marketing plan can engage more customers. According to the study, these were the four most popular channels among marketers:
- Email: 86 percent
- Social media: 81 percent
- Physical events: 77 percent
- Webinars: 60 percent
Other popular marketing channels included pay-per-click (PPC) advertising and virtual events.
The study surveyed 493 marketers in the B2B and consumer-facing space about their marketing strategies.
Originally published on Business News Daily.