Marketing with Smart:ROI

Tail wags dog

Reputation management

Fusing business model with brand strategy

Brand management in higher education

1 + 1 = 3

The best of both worlds

Engaging and embedding internal communications

Enhancing the brand through the IPO maze

Brand Architecture: considerations

Marketing with Smart:ROI

Is marketing one of the last bastions of unregulated expenditure within a business?

There is growing pressure from the Boardroom and Executive Management Committees to bring marketing and communications expenditure to heal. However, this is more fundamental than simply requiring the Marketing Director to take an obedience class. It’s not just about control, but increasingly performance, measurement and extracting a true understanding of the genuine return on investment that marketing and individual marketing campaigns are bringing to the business.

Too long perhaps has the Industry been hiding behind the excuse that marketing is a complex function, with multi-dimensional facets that embrace social, behavioural and emotional attributes whose very subjectivity tends to mean that they can only be assessed by qualitative assessment and not by any more stringent quantitative cost benefit modelling.

There are a plethora of quotes which more often than not are used by senior executives when talking about or even to their Corporate Communications or Marketing Directors… ‘I know half of my marketing expenditure is working. I’m just not sure which half that is…’