Wednesday, 11 February 2009

Marketing ROI and brand experience should be the highest prioriy

I read in Brandweek about the Forrester Research and marketing consultancy Verse Group survey of 101 heavy-hitting marketers for the CMO Priorities for 2009 study.

The findings are no surprise. Namely that the old brand-positioning models don’t work anymore.

The key priorities these marketers have is the desire to:

  • Achieve measurable ROI on marketing efforts – 50%
  • Develop integrated programs – 43%
  • Translate the brand experience across different touch points – 32%
  • Cut marketing budgets without cutting performance – 31%

In my view measurable ROI and brand experience are the most critical. I urge all marketers to get their marketing stakeholders to focus thinking and efforts on these two areas.

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