Archive for September, 2009

Deliberate Marketing Strategy

Sunday, September 20th, 2009

If you look at allot of the most successful companies today (e.g. Google), deliberate marketing measures were taken to get to where they are now. This includes careful selection of corporate colours to represent the company image, careful selection of placement of text on webpages, development of marketing program measurement strategies etc..

Everything was done with an art and science combined. Just remember, don’t strip the strategy of its creativity and innovation. Balance, is ultimately what you want to achieve.

Using Marketing ROI

Friday, September 18th, 2009

Marketing ROI (return on investment) is the latest buzzword in the marketing and advertising community, but the part that bothers me most about it is the fact that it is not being used correctly. Businesses and Marketers are demanding good metrics at all times on their advertising short and long term to see if they are making an effective marketing investment or not.

Fact is, Marketing ROI is[(funds generated – funds invested)/funds invested]  a short-term measurement, not suitable for assessing some marketing efforts such as long-term branding. Marketing ROI is designed to be used for analyzing short-term sales and profit. Branding is a long term investment and if invested correctly, brands can end up having values in billions (e.g. Nike, McD’s), an intangible asset.

To prevent the wrong usage of Marketing ROI, try and use the terms ‘return’, ‘short, and long term return’ accordingly.