Right and Left Brained Marketing
For many marketers, getting their left-brain going, (For a quick primer on right and left brain functions see http://www.funderstanding.com/right_left_brain.cfm) has always been difficult. Getting the right brain moving and energized was easy and fun. But now in the business world, accountability and effectiveness are being demanded by management and the business. We need our left brains. The left brained business folks are asking:
- How can we deliver another 20% more for our marketing budget?
- We did it operations, why can’t we do the same in marketing?
Marketing ROI, ROI and Marketing Effectiveness becoming de rigueur
After having trained thousands of marketers responsible for over $1 Trillion in revenue I think I am finally seeing a trend away from just the right brained marketer to the more balanced marketer. Finally the demand for Marketing ROI, ROMI and marketing effectiveness is becoming de rigueur.
There was a great article in Marketing News (the print version, April 15th by Michael Fielding, Sharpen Up: Shift in technology control demands new marketing skills.) talking about the need for marketing training and workshops on exactly these kinds of topics. I couldn’t agree more.
Marketers must focus on both the short and long term
As marketing professionals, we have to be careful though. The tendency for analytic types to go only after the immediate returns can easily lead to a death spiral. Let’s not get into the marketer’s death spiral by only promoting the short term and ignoring the long term. Marketers are responsible for delivering revenue in the short term and the long term. This can only be done by building the brand.
This is definitely a topic that will be discussed long and hard. I look forward to being an active participant. Please send me your comments.
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