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


Tuesday, March 24, 2009

Marketing Spend Allocated Mostly Based on Historical Patterns And Rules Of Thumb

A January 2009 global McKinsey survey among C-level executives found the process for measuring the performance of marketing spend is much less formal than might be expected in most companies.

Companies tend to allocate spending based on historical allocations and rules of thumb far more than quantitative measures. Only a small proportion of companies use anything more complex than basic quantitative techniques.

In the survey, nearly a third of the companies say they rely mostly on qualitative measures, about one fourth say they also consider some basic quantitative measurement, 23% base decisions on the previous year's performance -not tied to any specific business objectives, and only 14% follow a comprehensive set of quantified marketing priorities.

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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.