Tag Archive - marketing

Marketing is more than just advertising

February 7, 2011 in Marketing with 0 Comments

Marketing is more than just advertising. It’s more than just Marketing Communications (Marcom). Marketing stretches from the generation of interest to the closing of the sale. It includes Marketing Communications (which includes advertising), Product Marketing, Product Management, Channel Marketing and more. It is the holistic view of how to successfully take products and services to the market. The marketing people are not just the people who put the pretty wrapper around the piece of chocolate.

Now if we can only drive this point across Finance people… Continue Reading…

Is your metrics system good enough?

January 8, 2011 in Marketing with 0 Comments

According to research by the Washington-based Marketing Leadership Council, 63% of their blue chip members are dissatisfied with their marketing performance measurement systems. They reckoned that, on average, they were wasting 26% of their marketing budgets. And it’s true. Most firms do not have a clear picture of their overall marketing performance which may be why they cannot assess it. They prefer to fumble around in the dark. It’s easy to see why: fumbling has a lot going for it. More adventure, more creativity, more surprises and more fantasies are possible. But you may not like what you see when the lights do go on. Continue Reading…

Marketing during the Recession

December 11, 2010 in Marketing with 0 Comments

When recession strikes, most companies cut their expenses and usually the first to go is the marketing budget. Most Finance guys do not believe in marketing, specifically advertising, and see it as an expense rather than an investment or a profit generator. As a marketer, I find this very difficult to believe. In the first place, we are able to determine expected revenue by setting the marketing budget. When you get the word out there about your product or brand, you get higher expected revenue vs just waiting for customers to discover you (if they ever do). Continue Reading…