Brand function tops marketers’ list of priorities for 2013

According to respondents of Michael Page Marketing’s 2013 Salary and Insight Report, brand function has taken over as the most important asset needed to grow a business.

Mediacommunications.collected.info reports that brand was listed as the top priority by 29 per cent of all marketers surveyed, up 10 per cent from last year.

Meanwhile highly popular digital channels like social media and advertising through mobile slipped down the rankings, presumably after a concerted effort was put into marketing via these platforms last year.

Online/website development was knocked off the top spot by brand function but still managed to place joint second with Customer Relationship Management (CRM), both taking 21 per cent of the vote. Social media and mobile appeared further down the table after both saw their popularity dip by three per cent.

Paul Sykes, managing director at Michael Page Marketing, said the results show that brand differentiation is now vital in such a competitive market.

Talking to thedrum.co.uk, he added: “The focus on brand to deliver growth means companies are evaluating their market position, investing where appropriate but ultimately looking to ensure maximum exposure to and awareness of their brand.”

Mr Sykes highlighted that marketers were much more focused on brand building through online capabilities last year. They seem less inclined to dedicate the same amount of attention in 2013, but this could be a result of them looking to digital for results.

Furthermore, those looking to start a franchise or new business may not feel the same way, in that they won’t have already invested heavily in digital marketing.

“The emphasis is now on seeing a return from this digital investment, which when successfully utilised will lead to greater digital investment,” Mr Sykes concluded.