The Profitability Challenge
As competition increases and customer preferences shift with greater frequency, the pressure on marketing departments intensifies. In response, marketing itself must shift – it must modernize with the times, adjusting its efforts to changing markets, even as the pace of change in those markets is accelerating.
New marketing methods such as search engine optimization, pay-per-click across social media and inbound marketing have introduced new techniques to engage potential customers while also creating challenges as marketing professionals struggle to adapt their approaches to these shifts. In an increasingly online world where customers can shift from one company to another at any time of day from any location, marketing must develop new ways to catch and hold their attention. Doing this well requires systematic, flexible and continuous planning.