Russell Parsons says, “In honour of the Masters of Marketing awards, Marketing Week caught up with some the members of the Masters jury, the 60+ group who will judge the entries, to ask them the simple but $100m question: what makes great marketing activity?

Simon Carter, marketing director of Fujitsu UK

Great marketing for me is all about outcomes – what have you done to influence a business result?

Great marketing is not (just) about fancy creative, or huge budgets – it is about doing something that makes a customer undertake an action that helps fulfil the objectives of your business – this might result in a customer wanting to find out more about your brand or product/service; they might change their behaviour; or if you are really lucky, they might actually buy something from you!“.

What makes great marketing?

‘Econsultancy’ Blog

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