New findings reveal top hurdles for marketers
Earlier this week, Bynder, the global creative file management agency, released the results of a research report entitled Small Business Marketing, Big Digital Challenge, and findings reveal marketers at small and midsize businesses are struggling to efficiently reach intended audiences due to technology roadblocks.
Data illustrates that companies lack the technological and organisational structure for safely and securely storing and sharing digital files, including logos, images, video, brochures, white papers, presentation decks and more; for example, 71% of respondents, store creative content on their computer hard drives, inhibiting access to and use of digital content and putting files at risk of data loss.
Additional key findings include:
- Only 37% of respondents feel very confident about the security of their digital assets in how they’re being stored and shared today;
- Roughly 75% of respondents feel limited in how they can share assets internally and externally. Only 38 % feel very confident in their ability to manage assets so that anyone within the organisation can access from anywhere and at any time;
- 47% of respondents say their top scalability concern is maintaining brand consistency. 39% say it’s getting more reuse out of marketing files. Other scalability concerns include measuring marketing ROI and managing version control and copyrights
“Marketers need to be where their customers are, but it can be extremely difficult reaching prospective buyers without having the right digital files readily accessible,” said Chris Hall, founder and CEO of Bynder. “The findings of our research suggest there’s opportunity to overcome the challenges that have traditionally held marketers back by elevating the importance of universal access to digital content for a competitive edge.”
The results were collected responses from more than 500 CEOs and marketing decision makers at U.S. organisations with 300 employees or less across various industries. You can read the full report here.
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