The majority of marketers in the study uk phone number do see that light. 56% plan to take more risks this year and see opportunities to stand out more, be more distinctive and connect even better with customers. Platforms like TikTok, which have become interesting for the business market, also offer the space to take (strategic) risks right now.
Also read: Marketer, don't you have entrepreneurial DNA? Forget it!
2. Higher expectations and unachievable goals
Less than a quarter (22%) of marketers say that all set goals will have been achieved in 2022. Yet 80% indicate that expectations for 2023 have been further increased. Apparently, economic instability has little effect when it comes to the expectations (or perhaps better: requirements) that marketers must meet. Organizational leadership sets the bar high and always higher. There is nothing wrong with ambition, but setting unachievable goals is usually counterproductive, for both marketing professionals and other employees in the organization. What message do you send when goals are repeatedly not met?
In situations like this, the importance of data is highlighted once again. If you can discuss data in meetings, not only about your own performance, but also about general and industry-specific market conditions, you have a strong argument for keeping objectives ambitious but also realistic. Sound market research forms the basis for achievable goals and realistic expectations. Good market research also ensures that you continue to address the right target groups with the right message, even in a dynamic market. This can lead to you, as a marketer, still being able to exceed goals and expectations.