‘How to achieve the ideal state of marketing’ – Marketing Land
Scott Rayden says, “Let me start by saying right off the bat that I don’t believe the ideal state of marketing is ever achievable — at least not in my lifetime. The speed of innovation today has created a constantly changing environment that marketers need to adjust to in real time. New technology, new platforms, information more readily accessible for consumers — the list goes on.
I do believe, however, that achieving the ideal state of marketing should be something that drives every marketing organization. It should frame marketers’ thinking and fuel the strategies and tactics used to drive meaningful engagement with consumers and growth for brands.
Most marketing organizations I’ve seen over my 10-plus years in this business start from the wrong place: hitting a marketing KPI that will lead to revenue. While marketers are accountable for these KPIs, starting here is, more often than not, a means to an end.
The mission of hitting these KPIs forces you to think more about your marketing strategies and tactics than it does your consumer, and that’s a big mistake. It’s what drives brands to focus on channels and creates marketing organizations that are built in silos and lack real integration“.
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