Press Release
Customers the main concern for Europe’s marketers
London, 16 November 2007 - Not unsurprisingly the Marketing Compass Survey 2007 concluded that recruitment and retention of customers is the most important factor for companies across Europe, with innovation and management of the innovation process not far behind.
53% of respondents to the Survey, conducted by the European Marketing Confederation (EMC) across its 14 member states, said that customers are their main concern yet a significant number said that they do not measure customer satisfaction levels.
There is a growing trend for European marketers participating in cross-functional inter-discipline workgroups and brand management is seen as increasing important to an organisation’s growth. However, strategic and tactical influence appears to be declining, particularly when it comes to distribution and pricing.
Concerns also exist over the requirement of new skills and achieving a better life-work balance.
The aim of the Survey was to measure ‘the temperature’ of European marketers in order to determine their concerns and the issues they consider to be most important.
The study was carried over a period of four months across EMC’s 14 member states – The Chartered Institute of Marketing being the EMC partner in the UK. There were 630 respondents, 80% of which hold senior positions in their companies, ranging from SMEs to large corporations.
David Thorp, director of research and information at The Chartered Institute of Marketing said: “The survey, which the EMC intend to carry out biennially, will be a good barometer of the marketing and sales concerns across Europe, which we can then feed into our own activities.”
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