New York, New York, United States, April 26, 2022 (GLOBE NEWSWIRE) — The survey results found that 52% of marketers felt the pandemic left the department with more work and fewer resources.
SJT Marketing LLC and YourMarketer LLC are published together Rethinking marketing: 2022 a survey by today’s marketing department. Conducted in the final months of 2021, the survey found that marketing departments across the US experienced major changes during the pandemic, drastically altering their strategies under the pressure of reduced staffing and budgets.
The survey found that 34% of the 71 respondents had responsibilities outside of the marketing department in addition to their marketing role, resulting in inefficiencies in resource use in finding and building a loyal customer base. 59% of marketers have more than 5 core roles, making it difficult to maintain high levels of performance and meet key stakeholders’ expectations.
Jennifer Palmer Farrington, CEO of YourMarketer, said, “We wanted to quantify what we’ve been hearing from our fellow marketers about changes in their departments. We found with concern that 81% of marketers feel their workload has increased due to the pandemic and that 43% see their budgets reduced.”
Highlights from the survey:
Marketing influences strategy and budget, but requires leadership approval to execute. Although 52% of respondents indicated that their CMP/VP was on the organization’s leadership team, they require approval of individual budget items. Only 20% of CMPs/VPs have full approval of the marketing budget and activities.
Marketers don’t have enough resources to excel at their jobs. They are experts at getting more from less. However, the past two years have taken a toll on the marketing department, with 52% of respondents citing a lack of resources as their top stressor. Inflation and the rise in advertising costs are additional difficulties.
Marketing department requests are high and expectations are unrealistic. 50% of marketing departments saw an increase in inquiries and felt the expectations were unrealistic.
Marketers are almost evenly split, 52/48, on whether they have to say yes to every project that lands on their desk. Knowing when to say “no” to a project is important to keep the marketing strategy on track. When a project doesn’t fit into the approved strategy, team members must be able to say “no” and persevere so they can build the business in a timely manner.
Marketers, for the most part, weren’t asked to give up part of their salary, but those who didn’t see it paid it back. Only 33% of marketers surveyed had to forego part of their salary and/or benefits during the pandemic. Of these, only 40% received a salary and/or benefit refund.
Sara Janjigian Trifiro, President of SJT Marketing added: “We have all been through challenging times; We now need to analyze our departments and make sure we are structuring and supporting them for success – for the marketers and for the business.”
To access the full survey, click here.
Media contacts: Jennifer Palmer Farrington | P: 203.894.6473
Sara Janjigian Trifiro | P: 617.308.2891
About YourMarketer LLC
YourMarketer bridges the gap between marketers and businesses. Our focus on professional services allows us to carefully match clients with industry experts. Our experienced freelancers provide expert marketing services including brand marketing strategy and plans, social media services, graphic design, website design, and video editing and production. To learn more visit YourMarketer.com, watch our video and follow us on Facebook, Twitter and LinkedIn.
About SJT Marketing LLC
SJT Marketing helps professional services firms and nonprofit organizations develop sales and marketing strategies that leverage your organization’s current strengths while positioning you for growth. To learn more, visit sjtmarketing.net.
For the original story, see https://www.prdistribution.com/news/rethinking-marketing-2022-finds-pandemic-increased-workload-reduced-departmental-resources/9129272