In our ‘Mad Men’ view of marketing, this is where the fun, ‘fluffy’ side of business happens. The crazy creative ideas, the ad campaigns with beautiful people, the perfect logo that is impossible to forget, the tagline that is on everyone’s lips – products flying off the shelves and people lining up for your services. But this is a fantasy. Really good marketers who really do make the products fly off the shelves and people queue for your services, don’t look or act like ‘Mad Men or Women’. They act more like boring accountants and business analysts. They look at a company’s financial statements before they start looking for ideas and models. They look at where the company is making money and losing it. The company’s business model – where is it working and where it is not. Good marketers know that their job – and the job of marketing – is to make money for a business. All of the ‘sexy’ stuff comes much later and even the job of the ‘sexy’ stuff is to make money. By Tony Sousa, Regional Director
We’ve all done it. The New Year hits and we’re filled with resolve to exercise more; eat better; spend more time with family, and – of course – sleep more. We do it all. All for one week.
The period immediately after you come on board as a new Marketing Director is so critical. This is when you need to establish your authority, get your house in order and start proving you can do what you’ve been hired to do.
To non-marketing people, marketing is a somewhat vague concept. Some people even go so far as to call it “fluffy.” It’s often perceived as a “nice to have” instead of the ‘mission critical’ function it actually is. Because clearly, marketing people do nothing more than play around all day on social media!
What a lot of business people don't understand is the difference between marketing and marketing tactics. Tactics are elements of marketing - the visible stuff that first comes to mind when you say the word marketing. It's the ads, billboards and posters, social media, emails and newsletters. These elements will have absolutely no meaning or result if they have no clearly defined goal or purpose. ALL businesses should be working towards one common goal - improving their bottom line. To market successfully you need a yard stick, there needs to be a measure of what success looks like - this, is your return on investment, or ROI.