Marketing experts reveal goals and challenges for 2013

Focussing on the customer and getting the basics right will be key to successful marketing in 2013, according to experts at a recent event where the panel included speakers from YouGov and Marketing Week magazine.

Simple strategies were considered the most effective, while long-running campaigns were felt to show consistency and attract mass audiences. Demonstrating the value of a brand, as well as communicating its brand values, is also considered a major factor for gaining consumer trust.

Looking forward, tightening budgets was considered the major challenge facing marketers in 2013, with marketing often seen as an overhead rather than a revenue-generating function. Gathering evidence and measuring performance are vital to the success of any marketing strategy.