Consumer experiences are present on more digital and physical channels than ever, resulting in connectivity as a potential differentiator for successful marketing departments. Not only do consumers want to gather information through digital and physical touchpoints, they also want to provide feedback that impacts what they see from companies through those channels. This concept of responsiveness is quickly turning into the consumer expectation.
To learn more about how marketers view and execute on being responsive to their consumers, the CMO council—in partnership with Pantone, MediaBeacon, Esko, X-Rite, and AVT; five of Danaher’s Product Identification Platform companies—surveyed senior marketing leaders in a variety of industries.
Even though consumers have shifted toward an expectation of being heard and responded to, many brands struggle to meet the responsiveness requirement across all channels. In fact, 36% of respondents said that their response time to the end consumer depends on the channel; for digital experiences, they can respond quickly, but for physical experiences—including packaging—it can be too costly to respond or may take much more time to react.
One of the ways that brands can respond to the responsiveness challenge is by breaking down barriers between their marketing departments and agencies. The study found that 46% of respondents say that functional silos across the marketing landscape have separated teams into physical or digital groups, enabling specialization and functional focus, but making alignment and cohesion across these channels even more difficult.
46% of respondents say that functional silos across the marketing landscape have separated teams into physical or digital groups, enabling specialization and functional focus, but making alignment and cohesion across these channels even more difficult.
MediaBeacon has designed a marketing and digital asset management solution to provide enterprises with the tools needed to source all marketing and packaging projects and teams into a single location to help break down these organizational siloes.
“Having all your valuable assets at your fingertips and the agility to do what you want with them gives you incredible control as a brand or creative leader,” said Joshua Foster, General Manager of MediaBeacon. “We give teams this foundational capability so they can respond to every request as efficiently and effectively as possible.”
MediaBeacon is a digital and marketing asset management solution that enables you to store your digital assets in a smart, searchable way while providing the workflows to manage projects all the way to distribution, whether digital or physical.