The VCI 2017 Innovation State of Play Survey of global mining executives contains a lot of insights on how mining is changing, but one thing stands out: compared to other industries, MARKETING is NOT a focus for mining companies.
While miners’ focus on extraction, supply chain, and processing, it is unlikely to surprise many in the industry. The extent to which this potentially lucrative part of the business has been overlooked should provoke reflection. Cost reductions and increased efficiency in operations are important areas for innovation, but they should not preclude innovation in marketing.
Given the high level of investment in extraction, supply chain optimization and processing, and the low level of investment in marketing innovation and software, executives looking for the highest returns on investment should look for low-hanging fruit in their marketing departments.
In this white paper you will find:
- An in depth look at the benefits of marketing innovation
- How data analytics are at the core of marketing innovation
- Action steps you can take to begin the marketing journey