Comments on: The Future of Marketing? http://www.chriskenton.com/2006/02/the_future_of_m.html Marketing AND Technology AND Society Thu, 26 Jan 2012 18:40:49 -0500 http://wordpress.org/?v=2.8 hourly 1 By: gomes blog http://www.chriskenton.com/2006/02/the_future_of_m.html/comment-page-1#comment-576 gomes blog Thu, 27 Apr 2006 05:37:00 +0000 http://www.cymbic.com/kenton/2006/02/the_future_of_marketing.html#comment-576 <strong>gomez article</strong> it's my opinion on that theme gomez article

it’s my opinion on that theme

]]> By: Chris http://www.chriskenton.com/2006/02/the_future_of_m.html/comment-page-1#comment-575 Chris Wed, 15 Feb 2006 19:22:34 +0000 http://www.cymbic.com/kenton/2006/02/the_future_of_marketing.html#comment-575 I'm not sure if it's a hybrid organization that will emerge, so much as that Business Consultancies will build a business practice around auditing and validating marketing programs. That means agencies that have been striving for years to build a strategic voice will be slapped back down to the level of token creatives. It's no surprise: Marketing expenses are often the largest line item in the budget, with the least accountability for performance. Who better to audit those expenses than business consulting and accounting firms? (That's rhetorical.) The danger, of course, is that business consulting firms--even when they buy up marketing metrics companies--are, almost by definition, working from the resource side of the equation rather than the market side of the equation. That means many companies will run the risk of becoming remarkably efficient and effective at marketing poorly. But hey. At least the numbers will add up... I’m not sure if it’s a hybrid organization that will emerge, so much as that Business Consultancies will build a business practice around auditing and validating marketing programs. That means agencies that have been striving for years to build a strategic voice will be slapped back down to the level of token creatives.

It’s no surprise: Marketing expenses are often the largest line item in the budget, with the least accountability for performance. Who better to audit those expenses than business consulting and accounting firms? (That’s rhetorical.)

The danger, of course, is that business consulting firms–even when they buy up marketing metrics companies–are, almost by definition, working from the resource side of the equation rather than the market side of the equation. That means many companies will run the risk of becoming remarkably efficient and effective at marketing poorly.

But hey. At least the numbers will add up…

]]> By: Brooks Jordan http://www.chriskenton.com/2006/02/the_future_of_m.html/comment-page-1#comment-574 Brooks Jordan Wed, 15 Feb 2006 15:32:59 +0000 http://www.cymbic.com/kenton/2006/02/the_future_of_marketing.html#comment-574 Chris, That's just fascinating. What kind of hybrid marketing organization is emerging, do you think? Where's the business opportunity? I'd like to hear your thoughts on that. Equally remarkable, I think, are the battles within companies to be accountable for their own future through marketing. I saw Martyn Etheringon, VP of Worldwide Marketing at Tektronix, speak yesterday about his honest attempt to do so, and it's a good one. I did a short post on his talk at our site. Chris,

That’s just fascinating. What kind of hybrid marketing organization is emerging, do you think? Where’s the business opportunity? I’d like to hear your thoughts on that.

Equally remarkable, I think, are the battles within companies to be accountable for their own future through marketing. I saw Martyn Etheringon, VP of Worldwide Marketing at Tektronix, speak yesterday about his honest attempt to do so, and it’s a good one. I did a short post on his talk at our site.

]]> By: Mack Collier http://www.chriskenton.com/2006/02/the_future_of_m.html/comment-page-1#comment-573 Mack Collier Tue, 14 Feb 2006 20:12:11 +0000 http://www.cymbic.com/kenton/2006/02/the_future_of_marketing.html#comment-573 "It's like saying, "you creative types, don't worry your little heads about this, just go on making pretty pictures, or whatever it is you do, while the grownups talk business." Clearly Ford has major concerns about its marketing investment which their agencies have failed to mitigate. Now Ford is looking beyond the agency for strategy validation." Well said, and I think there is good reason for marketing firms to be concerned. “It’s like saying, “you creative types, don’t worry your little heads about this, just go on making pretty pictures, or whatever it is you do, while the grownups talk business.” Clearly Ford has major concerns about its marketing investment which their agencies have failed to mitigate. Now Ford is looking beyond the agency for strategy validation.”

Well said, and I think there is good reason for marketing firms to be concerned.

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