The Halo Group, a New York based marketing and communications agency, attended the Colombia Business School’s Center on Global Brand Leadership BRITE 2011 conference held on March 2nd, and surveyed attendees on their receptivity to emerging marketing trends. The survey itself made use of new mobile technology, QR codes, as a means to collect data from participants. Scanning the code would take attendees to the mobile site that hosted the survey.
Halo’s “Marketing Innovation Reality Check” is a 10 question, multiple choice survey that asks participants to rate their response to marketing campaigns that make use of new mobile technologies. The results suggest that brand marketers are in for a challenging future.
The survey identifies finance as the main barrier for buy-in marketing strategies by a 30% margin. Who is in charge of the company is likely to have influence as well, with 28% of respondents saying CEO’s create barriers. The most prominent barrier, according to the survey, is the fact that the majority of companies with digitally driven marketing campaigns simply do not have the basic knowledge require to successfully incorporate new technologies.
“The Halo Group’s survey is a prime example of what the BRITE conference is all about,” says David Rogers, host of this year’s conference. Innovative technologies were showcased at BRITE, many of which providing a dynamic edge to businesses. Without proper knowledge, however, these technologies are largely useless. Rogers says that companies wanting to compete will have to learn how to compete.
