With economic recovery on the horizon, marketing executives urgently need to boost their performance, writes
Dick Patton, leader of the
Chief Marketing Officer Practice at Egon Zehnder International, in a blog contribution published on the
Harvard Business Review's website. Drawing on discussions with senior leaders, Patton claims that they are looking to cultivate the following new performance enhancers:
- Responsibility marketing, covering social responsibility green marketing and sustainability
- Organizational leadership whereby marketing should influence as much of the value chain as possible
- Insights about customers gained from new analytic techniques
- Digital marketing, which means using a lot of rapidly developing new media effectively
These 4 elements do not just call for better marketing technique, they call for communicating deeper knowledge to customers, Patton concludes.
