I just read the last reflection on FutureLab on marketing accountability that echoed the ‘make the world a better place’ note in my previous post. Alain Thys emphasised that marketers have to become more accountable if they want to make a difference. Accountable to their business, their consumer, the world we’re living in.
In all three aspects, his today’s statement looks gloomy:
- Senior marketers spend only 2% of their time on their media strategy
- 46% never define clear objectives for campaigns
- 80% of CEO’s believe their brand provides superior customer experience. Only 8% of their customers actually agree
- while green marketing is a hot topic, 25% of bottled water still crosses national borders
How can we can make the difference? The first step is to follow Alain’s advice on self accountability: have a look in the mirror, every day. Take off the mask and challenge what has stopped making sense.
Marc Bresseel (21:23:00) :
