What's the biggest challenge facing marketers today? Emirates, Tata and Pfizer weigh in

Julie Chan, Atul Agrawal and Jori Bindels

As part of the World Federation of Advertisers (WFA) partnership with The Drum to find the next Global Marketer of the Year, we caught up with the judging panel to find out what they think about the biggest challenges facing marketers.

Judges raised concerns over how marketers are coping with the rapid pace of change, distraction and a proliferation of choice, which they saw as hurdles that need to be overcome. Hear more of their thoughts below.

Jori Bindels, vice president corporate communications, marketing and brand, Emirates

Distraction – the challenge for marketers is to filter out the noise and focus on developing a strategy, execution and measurement model that delivers value for their customers and the business.

Atul Agrawal, senior vice president corporate brand and marketing, Tata

One of the biggest challenges is establishing the credibility of marketing communication and promise in a digital era of evolved and highly informed consumers facing a multiplicity of choices being disrupted continuously.

Julie Chan, global consumer engagement lead, Pfizer

The pace of change in technology and the ability to keep capabilities moving in the right direction is a challenge for all marketers.

Marketers often chase the “shiny penny” without business reasons or measurement strategies, wasting time. Instead, we should stay focused on business objectives and the initiatives that will deliver.

Lucinda Peniston-Baines, owner and managing partner, The Observatory

The sheer pace of change in how to reach and engage with consumers and securing the skills and capabilities required to do so most effectively is certainly keeping our marketer clients awake at night.

Jillian Gibbs, founder and global chief executive officer, APR

Proliferation of choice – so many places/agencies/vendors for quality creative content. Where do I go? How do I sort through it all?

Also, what metrics really matter and have a corollary impact on business results.

Richard Benyon, chief executive officer, Decideware

Managing people, processes and systems to give agencies the best opportunity to generate great work that resonates with consumers to drive brand objectives will always be the core challenge for marketers.

Arguably it’s more difficult and more valuable than ever in an exponentially fragmented, currently somewhat fractious, and dynamic market.

The Drum has partnered with the WFA to find the next Global Marketer of the Year. For more information on the award and to submit a nomination before the 30 September deadline visit the WFA website here.

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