If you’ve been reading our blog over the past couple of months or if you visited us at Dx3 in Toronto in March or any of the other conferences we’ve attended so far in 2017, you’ll likely already know that we’ve been doing some deep thinking about what it takes for consumer brands to succeed in our ultra-competitive marketplace.
What we know about the current marketing ecosystem:
- Whether it’s due to lack of time, know-how, or other factors, many marketing organizations are increasingly experiencing a skills and/or resource gap that makes it difficult for them to effectively execute against their marketing strategies, and contributes to unnecessary loss of campaign effectiveness and efficiencies (i.e., marketing waste).
- More big-name software companies are stepping back from offering strategic marketing services (including marketing solutions and operations, data evaluation and management, campaign and program measurement), in favour of a license-oriented focus.
These macro-trends are driving what we recognize as a major challenge that more industry professionals are facing every day: Too many marketing executives just can’t seem to close the gap between the strategy they really want and the strategy which gets implemented.
And yet, at the same time, a recent survey of marketers conducted by strategy magazine (cited in this article) indicates that 31% of agencies said their clients were demanding more data- and analytics-led insights and executions, while 30% of marketers said they were hoping to see more strategic leadership from their partners in the year ahead.
That’s why, starting in March 2017, Vigorate Digital Solutions is continuing to focus our efforts to help our clients bridge the gap between their strategic planning initiatives and the implementation of marketing activities (campaigns, programs, etc.) against those strategies.
We call this “bridging the Strategy-to-Execution gap” and it’s something we’re serious about delivering for our clients moving forward.
This is nowhere better exemplified than in our fresh and updated branding—where the “O” in Vigorate Digital represents that bridging mechanism, and where digital marketing operations and smart integration of MarTech tools and solutions, facilitate better delivery of high-performing, strategy-driven campaign executions with every deployment.
In focusing our efforts on strategy execution and marketing operations, in effect, we’ll be able to more successfully support our clients as they transition their marketing strategies into more efficient and higher-performing campaign and program executions, while eliminating marketing waste and creating a stronger and more comprehensive performance feedback loop.
Have you been looking for a solution to your own organization’s challenges with marketing waste?
Drop us a line to let us know what you think of our new direction and to learn more about our vision for the future of strategic marketing executions based on our S2E methodology.