Innovation Push Will Influence Marketers' Staffing Decisions - eMarketer

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Innovation Push Will Influence Marketers' Staffing Decisions

Most execs are looking for the next single market-shifting idea

August 29, 2016

In a constantly evolving digital landscape, it’s no wonder that US marketers want their personnel to remain both informed and nimble. According to March research, almost seven in 10 feel the drive to innovate will likely impact their staffing decisions over the next two years.

Potential Issues Affecting Staffing and Organizational Decisions According to US Digital Marketers, March 2016 (% of respondents)

Digital marketing platform GumGum and professional organization Brand Innovators polled 246 US digital marketers from a variety of industries about the organizational opportunities and challenges their departments are facing.

Almost seven in 10 respondents said innovation initiatives would likely influence staffing and organizational decisions over the next 24 months. And, not far behind, other probable challenges included analytics and measurement (65%), mobile initiatives (64%) and content marketing (64%).

It’s not surprising that marketers are thinking critically about innovation when it comes to their hires and team structure. In fact, some 84% of executives said they agreed or strongly agreed that their company is looking for the next single market-shifting innovation over pursuing a slew of other opportunities, according to June 2015 research from Accenture.

Take a look at the retail and consumer packaged goods (CPG) industries. Roughly 90% of US CPG retailers said developing innovation is a crucial objective for realizing value, a mere 7 percentage points behind getting the right price, according to data from Cadet Consulting Group.

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