{"id":17101,"date":"2023-08-11T07:44:53","date_gmt":"2023-08-11T07:44:53","guid":{"rendered":"https:\/\/apps.tecra.com\/tecrawpv2\/?p=17101"},"modified":"2025-10-24T15:59:40","modified_gmt":"2025-10-24T15:59:40","slug":"the-top-5-marketing-challenges-facing-brand-managers","status":"publish","type":"post","link":"https:\/\/apps.tecra.com\/tecrawpv2\/the-top-5-marketing-challenges-facing-brand-managers\/","title":{"rendered":"The Top 5 Marketing Challenges Facing Brand Managers"},"content":{"rendered":"\n

In late July, email marketers at the Maggiano\u2019s Little Italy restaurant chain urged valued patrons to lock in party dates for the upcoming 2023 holiday season: \u201cTime is Running Out to Book Holiday Parties\u201d read the subject line. However, Christmas in July is only the tip of the proverbial iceberg for brand managers planning marketing for the second half of this year and beyond. In a healthcare\/insurance sector example, the annual Medicare open-enrollment period for Americans aged 65 and over commences on October 15 (and runs through December 7).<\/p>\n\n\n\n

Those are dates marketers can count on. Whether they follow a calendar-year or fiscal schedule, businesses also face uncertainties during the remainder of \u201923 and heading into the 2024 election year. Resource allocation always poses a challenge, and \u201ca lot of marketers are keeping their budgeting dollars on the \u2018sidelines\u2019 until they can figure out what exactly they want their brands to be . . . ,\u201d reports Corey Ciszek, an Emmy Award-winning creative director based in Chicago. \u201cSo many people are on edge not to offend, especially with the [U.S. presidential] election coming up,\u201d he says, adding that lines in the sand seem to be drawn deeper these days.<\/p>\n\n\n\n

Overcoming resource and budget constraints is one of five major challenges faced by people managing brands today in both the business-to-consumer (B2C) and business-to-business (B2B) space:<\/p>\n\n\n\n

    \n
  1. Strategically timing up resources and budget dollars<\/li>\n\n\n
  2. Efficiently managing multiple marketing channels\u2014from direct mail to digital<\/li>\n\n\n
  3. Keeping an open mind toward AI (artificial intelligence) trends<\/li>\n\n\n
  4. Analytically tracking ROI (return on investment) of marketing spend<\/li>\n\n\n
  5. Sophisticatedly testing different message versions<\/li>\n<\/ol>\n\n\n\n

    Generally speaking, \u201csmaller, niche brands are fine because they have a solid base,\u201d he explains. Edgy firebrands such as Bombas socks\/apparel, Liquid Death canned drinking water, and Red Bull energy drinks can take chances because they know their fans and followers so well. \u201cBut when larger, more popular companies like Bud Light or Nike take a stand, the waters get choppier,\u201d Ciszek warns. The backlash can be merciless as brand names potentially suffer along with bottom-line profits.<\/p>\n\n\n\n

    Navigating Omnichannel Waters, ROI, AI, and Tracking<\/h2>\n\n\n\n

    Besides differentiating from competitors, another big brand challenge is the effective management of multiple marketing channels. Despite some stiff headwinds, \u201cdirect mail still is an extraordinarily powerful marketing channel,\u201d contends Lyons, the NAPCO publishing executive. First, though, marketers who use direct mail need to solve a skilled-labor problem. \u201cMany marketing schools no longer teach copywriting to students, so the talent pool has declined,\u201d he notes, cautioning that messages written for digital or social-media outreach may not be optimized for direct mail.<\/p>\n\n\n\n

    An increasing number of brand managers are embracing artificial intelligence (AI), such as ChatGPT, to create marketing campaigns. \u201cThis AI trend extends to integration with production capabilities in the vendor community,\u201d observes Lyons, who adds that direct mail still is the leading fund-raising tool for the not-for-profit sector. From solicitation correspondence to thank-you letters, \u201cnonprofit executives are finding that the technology provides them with scale and speed,\u201d he adds. \u201cThe key is that, while AI-driven, it still needs to be human eye-approved to ensure that the right tone and industry jargon are communicated.\u201d<\/p>\n\n\n\n

    For digital marketing spends, monitoring analytics from tech partners such as Google and HubSpot can help to justify ROI, too. \u201cTrackability has become a huge metric,\u201d says Ciszek, the seasoned creative director. \u201cAd performance can be measured day-to-day and even hour-to-hour.\u201d<\/p>\n\n\n\n

    In his vast experience, media buys often come in short bursts based on product launch dates. Especially with direct mail, \u201clarger clients constantly evaluate their marketing using A\/B versioning tactics and testing different messages in different markets,\u201d he concludes.<\/p>\n\n\n\n

    In his vast experience, media buys often come in short bursts based on product launch dates. Especially with direct mail, \u201clarger clients constantly evaluate their marketing using A\/B versioning tactics and testing different messages in different markets,\u201d he concludes.Brand managers will face a myriad of challenges in the coming months. From the complexities of media buying, the need for in-depth market analysis, to the delicate balancing act of constantly evaluating marketing strategies; these obstacles necessitate a multifaceted approach to brand management. This will not only ensure the successful launch of products, but also the sustainable growth of the brand. It is an enduring task, but one that offers immense rewards for those who can successfully navigate these hurdles.<\/p>\n","protected":false},"excerpt":{"rendered":"

    In late July, email marketers at the Maggiano\u2019s Little Italy restaurant chain urged valued patrons to lock in party dates for the upcoming 2023 holiday season: \u201cTime is Running Out to Book Holiday Parties\u201d read the subject line. However, Christmas in July is only the tip of the proverbial iceberg for brand managers planning marketing […]<\/p>\n","protected":false},"author":1,"featured_media":17104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[68,69,72,73],"class_list":["post-17101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-accuconnect","tag-ecommerce","tag-w2p","tag-web-to-print"],"yoast_head":"\r\nThe Top 5 Marketing Challenges Facing Brand Managers - Tecra<\/title>\r\n<meta name=\"description\" content=\"In late July, email marketers at the Maggiano\u2019s Little Italy restaurant chain urged valued patrons to lock in party dates for the upcoming 2023 holiday season\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" 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