Truth about marketing and PR in Poland – Research Report  “Marketing and PR in Poland ‘17” report was prepared by Attention Marketing and PMR Consulting & Research.

“In most companies, marketing and PR divisions declare they co-create the sales strategy and are directly involved in the sales processes in place. No wonder that the sales growth is the most frequently applied measure of effectiveness of their activity. What comes as a surprise is that nearly 1/3 of companies do not measure the results of their actions at all. It is interesting that PR divisions declare they focus mainly on internal communication, promotions at fairs or seminars and on organising events. Media relations and press offices were unexpectedly rarely mentioned. Facebook is the king of social media, with other competitors far, far behind it. Our respondents believe that socially responsible actions include, first of all, building friendly working environment. Greater dynamics may be seen in budgets – half of companies have funds for external expenditure in this area and nearly 1/3 increased amounts allocated to cooperation with external companies. This is a summary of major conclusions from “Marketing and PR in Poland ‘17” Report” says Adam Sanocki, manager partner in Attention Marketing consulting company which prepared the report.

 “Each from among nearly 260 companies we surveyed employs over 50 people. We wanted to reach marketing and PR specialists and in smaller organisations these roles are often blurred”, comments Błażej Dawid, research executive of PMR C&R, which carried out research for the report.

Strategy, Sale, Promotion

According to the report, strategy is now the most important task of marketing divisions – selected as the most engaging by 69% of respondents. The second place goes to sale (66%), while the third – promotion (64%).

At the sales level, marketing is responsible primarily for maintaining relations with the current clients (82%) and relations with potential customers (79%). The next task, sales lead generation, engages 58% of the surveyed divisions.

Therefore, it is not surprising that marketing divisions very closely cooperate with sales teams. This is reflected in the results of the survey, which reveal that nearly three quarters (73%) of the companies combine sales and marketing & PR divisions.

In promotional activities, the advantage of printed materials over electronic ones is shrinking and the tendency of avoiding traditional media or outdoor advertising is prevailing.

Tradition and Modernity

The research shows that the dominant forms of sales communication in the Polish companies are traditional ones, such as leaflets and paper materials (71% of picks) and participation in sectoral fairs and maintaining stands at various events (63%). Online ads come third with the result of 60 per cent. Fourth and fifth most popular positions are occupied by press releases (51%) and participation in specialist seminars (48%).

Next come modern tools like social media activity (41%), SEO (38%), content marketing (28%) and blogs (24%).

“The aversion to modern solutions may stem from the lack of proper technology. Nearly a half (47%) of the surveyed companies do not use any modern marketing support systems. Only 31% of companies reach out to use CRM systems, and 26% - tools for controlling the results of marketing and PR operations”, points out Adam Sanocki. “Our study revealed that the most widely used measurement of success of marketing and PR division’s work is the growth of sales figures (58% of picks) and the number of generated leads (40%). Shockingly, nearly one in three companies (32%) admits that it does not measure the effectiveness of work of these divisions at all, and assessments are discretionary”, stresses Adam Sanocki of Attention Marketing.

Blind Marketing

The survey also showed that only 35% of companies engage in market research.

“One can hardly imagine running a modern business without market research. The foundation of contemporary marketing is to ask your customers questions. Why did they come? Why are they leaving? Why are they staying? From answers to these questions you may draw conclusions which are crucial to the functioning of your company”, comments Błażej Dawid of PMR C&R.

Aware and sceptical of trends

The survey also showed that 63% of marketing and PR specialists are following trends in their sectors. Among the key ones in the nearest future they mention behavioural advertising (52%), content marketing (46%), native advertising (39%) and brand journalism (35%).

However, awareness not necessarily comes with willingness or ability to use new tools. Only 15% of the respondents believe that behavioural advertising will affect the functioning of their companies. On the other hand, 19% believe that content marketing will matter, while 7% point to native advertising and brand journalism. According to 65% of the surveyed specialists, none of the latest trends will affect day-to-day operations of their companies.

“Marketing divisions frequently use terms which sound well, such as content marketing, e-marketing, etc., but in practice, as illustrated in our survey, it is usually just skimming the surface of these concepts. Finally, the key activity turns out to be delivering traditional materials, in the old, “proven” way such as leaflets, business cards or promotional gadgets”, concludes Adam Sanocki of Attention Marketing.


Full report in polish: