MARKETING DIRECTIONS 2009

Our annual survey results included detailed feedback on how marketers were measuring their activities and the effect of green issues on marketing strategy and messages.

Measuring results

Marketers face the challenge of keeping track of a myriad of measures that are applied directly to their performance, often as key performance indicators (KPI). Marketers must understand the underlying data, forms of measurement and calculations of these measures to stay ahead. Measurement is important at any time but particularly in the current economic climate, when solid data can make a significant difference to future budget allocation.

Our survey found most marketers are finding resources of all sorts are in short supply so the ability to demonstrate constant or improving performance helps to better demonstrate what marketing delivers to the organisation. This also helps bolster arguments for fewer budget cuts.

Many senior executives have reported in previous studies that there can be a lack of understanding and clear communications between the finance function of an organisation and other teams (not just marketing). While ‘finance’ issues may demand more time and attention from marketers it is essential for all to understand.

The green dichotomy

 

Marketers remain optimistic that ‘green’ messages can be effective in marketing, and about half of the survey respondents use this kind of information. But when asked: “How can environmentally positive aspects of a product or service be an ineffective marketing message?” a number of contradictions appear.

As our report in the magazine reveals, there are a lot of reasons to be cautious with a ‘green’ message. Is it right for your audience, are you expecting to be able to charge a premium price for your product, are you communicating the message clearly, are your competitors using similar messages?

‘Green’ marketing has attracted the attention of consumer advocates and unfortunately incidences of ‘greenwash’ are too often found. Our results indicate a strategy for venturing into ‘green’ marketing should be carefully considered and designed to withstand external scrutiny.

To buy the full Marketing Directions 2009 report go to www.fairfaxbr.com or call Natalie Moreno on 02 9282 1731