" ACCOUNTABLE, MEASURABLE MARKETING TO HELP BUSINESSES ACHIEVE PROFITABLE GROWTH AND SUPERIOR RETURNS OUT OF THEIR MARKETING INVESTMENTS. "


Thursday, March 12, 2009

Marketing Execs Emphasize Measuring Spend, Better Identification of Customer Preferences and Needs

A recent survey of marketing professionals at North American companies by Frost & Sullivan sought to better understand the business environment factors and the key issues facing marketing executives in 2009.

According to the survey, the primary business environment factors challenging the success of marketing initiatives were the global economic downturn (54%) and the increasing need for product/service innovation (10%). Secondary business environment factors identified by marketing executives were decreasing customer demand (20%) and intensifying competition (17%).

The top five key issues identified by survey participants focused on monitoring and justifying expenditures or creating new sources of revenue. Given the economic downturn, there is increased emphasis on measuring spend (30%) and on the better identification of customer preferences and needs (30%).

The data highlights that although budgets are being scrutinized, Marketing continues to be charged with catalyzing growth through identifying unmet customer needs, or speeding up innovation.

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What is Accountable Marketing and what does it do for your business?

Marketing should be viewed as an investment in your business, not as an expense, and as with other investments, you should expect a superior return. Accountable Marketing encompasses all business strategies and activities that result in producing products and services that satisfy your customers’ needs and generate greater profits for you company, ensuring specific metrics are in place to help you manage the process and measure the return on your marketing investment.

Many businesses, specially small to mid-size companies, waste considerable resources because they lack a strategic marketing platform which defines the company’s target customers and clearly articulates a well differentiated product positioning strategy. Accountable Marketing makes sure all marketing initiatives and activities are ultimately linked to both revenue and profitability.

Accountable Marketing helps create a more effective, more competitive business foundation especially in these turbulent times.