NEW YORK, March 10, 2011 /PRNewswire/ -- The Halo Group, a New York-based branding and marketing communications agency, in conjunction with the Columbia Business School's Center on Global Brand Leadership BRITE '11 conference held on March 2, surveyed attendees to assess their company's receptivity to the latest marketing trends. The survey itself also demonstrated a new way to use emerging technology, by using an on-site QR code mobile interface. The "Marketing Innovation Reality Check" 10-question, multiple-choice interactive digital survey found that brand marketers still face challenges implementing new marketing strategies within their own companies.
It should come as no surprise that Finance (aka "The Money Bags"), was identified as the main barrier to getting buy-in for innovative new marketing strategies garnering 30% of the vote, but the CEO (aka "The Head Honcho") was also identified as a barrier with 28%. Even more surprising, additional survey results showed that in a digitally driven marketing landscape, many companies did not have some of the basic knowledge, training or technology to successfully integrate new marketing ideas.
"There has been a lot of talk regarding brands' innovative marketing strategies, but this survey, which we designed in two weeks, with virtually no out of pocket cost, was designed to find out what companies are actually implementing, particularly in the digital space," said Linda Passante, CEO/Co-founder of The Halo Group. "We hope it gave BRITE attendees a candid look at our shared challenges once we leave this conference and bring clarity to those that serve marketing driven organizations."
Attendees were asked to snap a QR code on their mobile phones to take the quick survey that tested their marketing innovation savvy. For 52% of attendees, taking the survey lead to their first use of a QR code. And, most surprisingly, only 21% of the respondents were sure that their company had a mobile-compatible website.
"The Halo Group's survey is a prime example of what the BRITE conference is all about," said David Rogers, host of the BRITE '11 conference. "The survey showcased the latest technology, focused on innovative marketing strategy, and provided users with instant results—it was a true testament to the success of emerging business practices."
Other key survey findings show:
- 75% of attendees described their workplaces as "innovation obsessed", but 1 in 4 said receptivity to innovation in their company as only "baby steps permitted"
- While 96% of attendees are currently using social media as a part of their marketing efforts, only 9% have an internal social media training program for their staff
- 97% plan to use mobile marketing technology in 2011 to connect with customers
The Halo Group's mobile-marketing survey, accessed via a QR code and promoted by an on-site program that included conference signage, twitter posts and a "street team," was intended to help understand the reality of creating, implementing and measuring innovation for today's leaders in marketing. Survey respondents were 109 BRITE conference attendees (roughly one-third of registrants) ranging from CMOs from top brands to leading academics to some of the foremost marketing and branding agencies. The survey was conducted and tabulated in real-time, with a sampling of the results delivered during the afternoon session of the conference. As an incentive, one winner was selected at random to win an Apple iPad.
About The Halo Group
Founded in 1994, The Halo Group is an independent marketing communications and branding agency, specializing in the education, consumer products, travel/tourism and financial industries. Halo brings together a roundtable of seasoned marketing, branding, creative, traditional, digital and mobile advertising, public relations and social media experts to work with a select group of international clients. Halo has been honored with more than 250 industry awards. For more information, visit online at www.thehalogroup.net or via mobile at thehalogroup.net/mobile/.
About the BRITE Conference
BRITE '11 is presented by the Center on Global Brand Leadership. Founded at Columbia Business School in 1999, the Center has grown into a global partnership of leading business schools. The Center brings together researchers, corporations, agencies, and entrepreneurs to develop new thinking about the future of innovation and branding. To find out more about the Center and its worldwide activities, visit www.globalbrands.org.
SOURCE The Halo Group