51% of marketers say marketing communications has become more centralized in recent years, with more than 1/3 bringing marketing work in-house. 4/5 say budgets have been cut and 3/4 see social media as the top trend. Most marketers now focus on driving sales over brand development and generating demand. Nearly half say greater emphasis is placed on evaluating campaigns, especially calculating ROI. Data analysis, making sense of different data sources, and trends analysis are the biggest skill shortages for marketers.

1. FROM BRANDS TO
SALES LEADS
AT A GLANCE
HEADLINE TRENDS
51% say
marketing
communications
has become more
centralised in
recent years.
More than 1/3
say they are
bringing
marcoms
work in-house
51%
This compares to just 7% who say the
trend is to outsource more of the
marcoms function.
4/5 say budgets have been cut
3/4 say social media is the top trend
BRANDS TO LEADS
68% say
greater focus
on driving
sales
Brands®
Designer
Logo®
Just over 1/2
say it's less
about brand
development
and more
about demand
generation
TM
Measuring Marketing Campaign Success
93%
9 out of 10 indicated that other
than Marketing/PR/Comms teams it
is the Sales department who use
target market research
Sales
Leads
25%
Brand
Perception
MARKETERS AS RESEARCHERS
Just over half say
that keeping track
of customers has
increased in
importance
69% say a greater
emphasis has been
placed on targeting
specific audiences
Just under half
say a greater
emphasis has
been placed on
evaluation especially
calculating ROI in
communcations.
93% research their
target market &
69% say they
are constantly
gathering insight
from their target
markets
CHANGING SKILL SETS
The marketer as a 'creative type' is outmoded as a result of lower budgets, tighter focus and
the need to generate sales leads at the expense of brand development
Most valuable marketing skills
27%
generate relevant
audience insight
24%
evaluate and prove ROI/value
of marcoms
10%
creativity
Science has replaced art. Tracking and evaluation have become major trends.
Biggest skill shortages
42%
42%
36%
data
analysis
making sense of
different data sources
trends
analysis
Survey conducted in May to June 2013 by Vanson Bourne
with 59 tech marketers in UK-based companies.