change marketing

Five Ways to Sense-check Your 2011 Marketing Budget

From our experience in optimizing about €5 billion in media funds around the world, we know that between 2 and 40% of any marketing budget delivers absolutely no value to the business.  If you’d take a (kind) mean of 10%, this would mean that – globally – annually about $50 billion goes down the drain.  Not counting the parts which deliver “little value” and the opportunity cost of lost commercial impact.

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10 Thoughts for Your 2011 Marketing Budget

The coming marketing decade will be about common sense.  Most of the tools we need to develop relevant, engaging and reputable brands exist.  It’s just a matter of using them.  So rather than tell you about the next new thing to use, I encourage you to double-check whether your 2011 marketing plan takes into account the following items.

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Six Areas Where B2B Marketers Should Up Their Game

In many B2B companies, marketing is still regarded as a secondary, non-essential part of the business.  Whether this opinion is justified, depends on the situation.  But these days, it is an expensive opinion to hold.

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Why Marketing Needs to Change: A CEO’s Perspective

In the coming months C-suites from around the world will be presented with the marketing budget proposals for 2011.  Once again, many will approve them without real conviction.

After all, when it comes to marketing, many financially focused CEOs find themselves in a quandary.  On the one hand they know that the people who work in the marketing department are smart, creative, well-intentioned and hard-working.  On the other, they have difficulty figuring out what these people do all day.  Whether their beautiful initiatives actually make a difference.

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#ChangeMarketing: Shift Perspectives #2 Is Out

Changing  the face of marketing is something that takes vision and persistence.  With the publication of Shift Perspectives #2, Bogdan Meica & Stefan Moghina are proving once again to have both.

This time focusing on the topic of innovation, our two Romanian friends have brought together the likes of Seth Godin, Mitch Joel, Gerald Nanninga and many of the people you find on this blog in one publication that is sure to make you think.

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It’s Valentine, and I Want a Divorce

Dear Marketer,

Valentine just passed, and together with many others, my wife and I celebrated that sacred bond that only loved ones can share: a warm and lasting relationship. But as we did, I also started thinking about that “other” relationship you tell me I should have.  The relationship with your brand and your company. 

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