<ul><li>ITA CFO Roundtable </li></ul><ul><li>02.17.09 </li></ul>Making Marketing Effective and Accountable Jeff Molander [...
<ul><ul><li>Should we approach branding  differently ? </li></ul></ul><ul><ul><li>How might we better use  Internet ? </li...
“ a flaw in the model... that defines how the world works”
 
Rule # 1 <ul><ul><li>Brand is  behavior </li></ul></ul><ul><ul><li>Doing  is the new thinking </li></ul></ul>
 
Rule  # 2 <ul><ul><li>It takes a  company </li></ul></ul>
 
Rule # 3 <ul><ul><li>Need  is the new want </li></ul></ul><ul><ul><li>Tell the  truth </li></ul></ul>
 
New Rules <ul><li>Brand is Behavior </li></ul><ul><li>It Takes a Company </li></ul><ul><li>Need is the New Want </li></ul>
 
 
Evolve Faster
New Value: Experience
 
 
 
 
Business  advisors Not  reporters
Clear goals Sanctioned priorities Actionable insights
 
Rule # 4 <ul><ul><li>Re-define  search </li></ul></ul><ul><ul><li>Act on  intent </li></ul></ul>
 
Rule # 5 <ul><ul><li>Marketers are the new    publishers </li></ul></ul>
 
New   Rules <ul><li>Brand is Behavior </li></ul><ul><li>It Takes a Company </li></ul><ul><li>Need is the New Want </li></u...
 
<ul><li>ITA CFO Roundtable </li></ul><ul><li>02.17.09 </li></ul>Making Marketing Effective and Accountable Jeff Molander [...
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Making Marketing Accountable - ITA CFO Roundtable

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Keeping Marketing Accountable in a Recession
by Jeff Molander

With 10% of marketing executives being perceived as strategic and influential by the C-suite there's clearly a crisis of confidence. Increasing conversion and turning browsers into buyers is no longer enough. Reach-and-frequency is being trumped by a new kind of marketing — a behavioral science that continually engages and drives results. Jeff Molander spills the beans on how to boldly move beyond short-term wins and create sustainable value. You'll learn how your company can create and measure the success of your brand using a radically new model (driving behavior, not awareness). He shows you how to create change inside your company -- 5 specific tips on how to break old marketing habits that don't work and focusing on new ones that produce desired, measurable behaviors!

Published in: Business
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  • guest113d4bba is me... didn't log in before commenting!
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  • Hi, Bryony... thanks for the feedback. Re: your question, there are some simple -- yet for some frightening -- ways to apply the 'new thinking' in a way that moves the company forward (creates early results). The real goal here is to put to bed the excuses -- that 'it cannot be measured' or 'we should not over-measure'. I'd suggest to your clients that they can, starting tomorrow, QUESTION any investment's validity based on its connection to a business outcome -- your ability to measure it to an ultimate business goal (no matter how far off).

    I recently developed a list of questions that 'most CMO's or VP's Marketing don't want anyone to ask.' These, too, offer opportunity to create cultural change if applied boldly. You can also create action around them. Example questions:

    1) Pick an ad campaign and tell me, with a number, what would not have happened had we not run it.

    2) Did we spend any brand equity last month and if so what was it?

    3) What action(s) did our last customer acquisition campaign prompt (even if not a purchase) compared to the program immediately prior?

    4) Please show me the incremental sales increase gained from our Web marketing activities like email and affiliate programs? (how is it being measured?)

    5) What are we paying for leads and why? How do we understand what to pay?

    6) What is the ratio of social media ‘discussion volume’ or ‘participation’ to sales results? (what measures are we using to ensure our social media/marketing investments are tied to sales-specific business outcomes?)

    Re: social media -- it can ALL be measured. Don't let anyone tell you it cannot. If it doesn't contain a direct response call to action aimed at the user then it is DESIGNED TO FAIL.
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  • Some really interesting concepts. Would be interested to see some examples or advice on highly practical applications. I see the principles... what should a company go away and do differently now?
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  • good one!!!
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  • Making Marketing Accountable - ITA CFO Roundtable

    1. 1. <ul><li>ITA CFO Roundtable </li></ul><ul><li>02.17.09 </li></ul>Making Marketing Effective and Accountable Jeff Molander [email_address] twitter.com/jeffreymolander
    2. 2. <ul><ul><li>Should we approach branding differently ? </li></ul></ul><ul><ul><li>How might we better use Internet ? </li></ul></ul>
    3. 3. “ a flaw in the model... that defines how the world works”
    4. 5. Rule # 1 <ul><ul><li>Brand is behavior </li></ul></ul><ul><ul><li>Doing is the new thinking </li></ul></ul>
    5. 7. Rule # 2 <ul><ul><li>It takes a company </li></ul></ul>
    6. 9. Rule # 3 <ul><ul><li>Need is the new want </li></ul></ul><ul><ul><li>Tell the truth </li></ul></ul>
    7. 11. New Rules <ul><li>Brand is Behavior </li></ul><ul><li>It Takes a Company </li></ul><ul><li>Need is the New Want </li></ul>
    8. 14. Evolve Faster
    9. 15. New Value: Experience
    10. 20. Business advisors Not reporters
    11. 21. Clear goals Sanctioned priorities Actionable insights
    12. 23. Rule # 4 <ul><ul><li>Re-define search </li></ul></ul><ul><ul><li>Act on intent </li></ul></ul>
    13. 25. Rule # 5 <ul><ul><li>Marketers are the new publishers </li></ul></ul>
    14. 27. New Rules <ul><li>Brand is Behavior </li></ul><ul><li>It Takes a Company </li></ul><ul><li>Need is the New Want </li></ul><ul><li>Re-define Search </li></ul><ul><li>Marketers: The new Publishers </li></ul>
    15. 29. <ul><li>ITA CFO Roundtable </li></ul><ul><li>02.17.09 </li></ul>Making Marketing Effective and Accountable Jeff Molander [email_address] twitter.com/jeffreymolander
    1. ¿Le ha llamado la atención una diapositiva en particular?

      Recortar diapositivas es una manera útil de recopilar información importante para consultarla más tarde.

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