replica handbags online All the marketing publications and CMO

Has Marketing Become an ‘Island Surrounded

Replica Bags Wholesale The mission of marketing is to build brands that stand Replica Designer Handbags the test of time, not Wholesale Replica Bags to build brands for the sake of it. By building strong, preferred and differentiated brands, sustainable business results will follow. Replica Bags Wholesale

aaa replica designer handbags But today, I believe our profession must do high quality replica handbags better and assume a more strategic role within business. We must be responsible for generating revenue and demand today and identifying new opportunities for tomorrow. aaa replica designer handbags

Fake Handbags Most of the CMOs in the Forbes Most influential CMO list have one thing in common: They have a significant impact in driving top and bottom line business results. Kristin Lemkau at Chase, Raja Rajamannar at MasterCard and Leslie Berland at Twitter, among others, are all highly valued members of the company’s senior leadership teams which means their influence transcends their functional role. Fake Handbags

high quality replica handbags They are culturally bilingual, capable of translating highly technical functional terminology into business impact. They speak up on all issues affecting the business KnockOff Handbags and design customer centric solutions. They can demonstrate the Replica Bags Wholesale value of marketing in every Replica Bags action. high quality replica handbags

Designer Fake Bags “Island KnockOff Handbags surrounded by mirrors” Designer Fake Bags

purse replica handbags As we evaluate the future of marketing, we must be sure cheap replica handbags we do not spend all our time discussing important yet technical aspects of our craft, and not enough time showcasing the value of our function in driving revenue. Many marketing functions Replica Bags I am seeing have become internally driven, what the late Maurice Ferrer called “islands surrounded by mirrors,” replica handbags china that have lost confidence and perspective in their important role in Designer Fake Bags the business. purse replica handbags

Designer Replica Bags We are obsessed by the implications of technology in the digital world. We spend huge amounts of time and energy time discussing issues of transparency in digital media. We engage in Byzantine debates about whether two seconds and 50% of an ad on screen is a “view.” We have created our own language and an entire industry of digital publications and CMO roundtables built to cater to marketers’ needs and, I worry, perpetuate our echo chamber. Designer Replica Bags

Replica Designer Handbags Yes, it is critical that we sort out all the important implications of the digital world in our craft. Two years ago, at HP, we decided to bring digital ad buying technology and management in house for greater visibility and impact. We audit our media inventory for desired outcomes and take calculated steps so our brand does not Fake Handbags show up next to aaa replica designer handbags content that doesn’t reflect our values. I also applaud replica handbags online and support the terrific work of Marc Pritchard at P and Keith Weed at Unilever in this area. Replica Designer Handbags

replica handbags china I am simply calling for a balanced narrative. replica handbags china

replica Purse We must acknowledge that as we continue to create our own language and Fake Designer Bags parallel universe, we lose sight of a mutual replica handbags online understanding shared with others at our companies to Designer Replica Bags define the lead development process and drive revenue. replica Purse

cheap replica handbags If this continues, we risk becoming isolated and ultimately irrelevant. To regain the value that our function deserves, we Replica Designer Handbags need an all out, comprehensive shift in mindset supported by bold action through courageous chief marketing Designer Fake Bags officers and supported by the extended marketing ecosystem that includes journalists, CMO roundtables as well as all digital and technology partners. As we move forward, I believe there are three things wholesale replica designer handbags we must dramatically change. cheap replica handbags

Handbags Replica Marketing must become more externally focused Handbags Replica

Replica Handbags It is time for our island to break all its self serving mirrors and begin Fake Designer Bags to build bridges with the mainland. We need to balance all the necessary technical conversations on digital replica bags Fake Handbags media and agency relations with conversations about how marketing is driving and can drive the top line. The role of creativity, Designer Fake Bags innovation, big data, digital media and even diversity needs to be presented within the framework of Replica Bags Wholesale building the business. replica handbags online All the marketing publications and CMO roundtables should make the shift. The replica handbags online discipline needs to showcase its best business cheap replica handbags building practices to the world. We need strong spokespeople and amplifiers to deliver this message as our gospel. Replica Handbags

Fake Designer Bags Business results must be paramount wholesale replica designer handbags in creativity awards Fake Designer Bags

replica handbags online It is time to stop rewarding creativity for creativity’s sake. All marketing initiatives exist to change perceptions, build meaningful relationships and grow the business and reputation of a brand. Design, engagement and communication are means to an end. They were never intended to be ends in themselves. Many times, at awards festivals, brands are rewarded for programs cheap replica handbags that never moved the needle in terms of business performance. If, Replica Designer Handbags as McKinsey concluded in a recent longitudinal Fake Handbags study, there is a direct correlation between creativity Replica Handbags and business results, we must force all award entries to demonstrate the Handbags Replica ability of an initiative to deliver against its intended business objective. This requires an agreement within the industry to define new measures of success and the harnessing of data analytics to sharpen marketing execution and measurement. Awards are one of the most visible and most media covered events for the function. Let’s make them a meaningful symbol Fake Designer Bags of what we are about: building business. replica handbags online

Wholesale Replica Bags We must reignite the power of brands in the digital world Wholesale Replica Bags

KnockOff Handbags There has never been greater need for brands Fake Handbags than now. CEOs around the world are beginning to understand that the digital world requires constant engagement. Brands must have a clear, unique, meaningful and memorable narrative, plus well articulated guardrails as to when to lead, follow or react in social conversations on newsworthy issues in an authentic way that reflects our corporate values. Political shifts in key markets around the world have forced companies to have integrated points of views on Replica Designer Handbags political, social and economic issues. With so many channels and touch points available, the marketing function must be the ultimate steward of the brand. KnockOff Handbags

Replica Bags From an Handbags Replica internal and external customer standpoint, brands must become lighthouses to help navigate the storm of information and misinformation that exist in the world today. These lighthouses have to be anchored in purpose, play a meaningful role in people’s lives, behave with integrity and above all be built on strong emotional connections. Importantly, in this era of political division, polarization and misunderstanding, brands have a very important role to play: to stand for the basic human truth that unites us all. Politicians run every four years KnockOff Handbags and can thrive on division and short term gains. Brands cannot afford replica handbags online that. Our customers vote with their trust and wallets every day. Brands can play and must play a unifying role in the world. Replica Bags

wholesale replica designer handbags I’ve had the honor of being in marketing for more than 30 years. Our best still lies ahead of us high quality replica handbags if, but only if, we reframe the conversation, demonstrate our business value and focus on driving businesses that stand the test of time wholesale replica designer handbags.

This entry was posted in Uncategorized. Bookmark the permalink. Follow any comments here with the RSS feed for this post. Both comments and trackbacks are currently closed.
Translate »