Why Marketing Leaders Feel Unprepared to Deal With Today’s Volume of Content

February 19, 2016

This article is included in these additional categories:

Agency Business | Content Marketing | Digital | Internal Collaboration | Staffing

Accenture-Why-Leaders-Unprepared-for-Content-Volume-Feb2016Source: Accenture Interactive [pdf]

    Notes: Close to 1 in 5 (17% of) marketing leaders from around the world say that their organization is producing enormous volumes of digital content and assets, while another 64% are producing moderate volumes. One thing almost all agree on: there is more volume today than 2 years ago, and the volume of their digital content assets will increase again over the next 2 years. The principal reason given by organizations for not being prepared to deal with all the content is the lack of appropriate skilled talent (30% share of respondents), per the survey.

    Not far behind, technology deficiencies are considered the top barrier by almost one-quarter (24%) of respondents, followed by lack of clarity in the overall content management and production process.

    The study notes that fewer than half (42%) of respondents consider themselves very prepared to manage the volume of digital content they have today.

      Related: Marketers, Creating More Content, Say Time Is Now Their Biggest Challenge

        About the Data: The results are based on a survey of 1,078 senior leaders across marketing, digital, media and communications. Respondents hailed from 17 countries with the following regional concentrations: Europe (41%); North America (26%); Asia-Pacific (23%); and Latin America (9%). More than one-third (36%) come from companies with at least $10 billion in revenues. Roughly half are from B2C companies, with 28% from B2B and the remainder from B2B2C companies.


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