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Making marketing more effective
Harvard Business Review blog
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. |
