Shrinking budgets and mandates to grow revenues are not only making us all more resourceful, they’re making us wiser. Business leaders are awakening to a new marketing reality where generating a program of tactics as a first step has become a costly stumble.
Investment versus expenditure
As technology continues to revolutionize marketing communications, content and intent are emerging as critical factors separating one-off marketing expenses from long-term business investments that have the capacity to develop brand equity and support company goals. To successfully compete for mindshare today, marketing communications must be highly focused (with succinct outward facing messaging) and reflective of clear intent (linked to internal business goals). Although creating tactics is still important, it no longer works at the outset. People are bombarded with information from an unprecedented number of avenues. Reactively joining the cacophony has become an expensive and outdated model.
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