Making Marketing Accountable - ITA CFO Roundtable
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ITA CFO Roundtable 02.17.09 Making Marketing Making Marketing Effective and Effective and Accountable Accountable Jeff Molander Jeff Molander [email protected] [email protected] twitter.com/jeffreymolan twitter.com/jeffreymolan der der
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Keeping Marketing Accountable in a Recessionby Jeff MolanderWith 10% of marketing executives being perceived as strategic and influential by the C-suite there's clearly a crisis of confidence. Increasing conversion and turning browsers into buyers is no longer enough. Reach-and-frequency is being trumped by a new kind of marketing — a behavioral science that continually engages and drives results. Jeff Molander spills the beans on how to boldly move beyond short-term wins and create sustainable value. You'll learn how your company can create and measure the success of your brand using a radically new model (driving behavior, not awareness). He shows you how to create change inside your company -- 5 specific tips on how to break old marketing habits that don't work and focusing on new ones that produce desired, measurable behaviors!
Transcript of Making Marketing Accountable - ITA CFO Roundtable
ITA CFO Roundtable02.17.09
Making Marketing Making Marketing Effective and Effective and AccountableAccountable
Jeff MolanderJeff Molander
[email protected]@jeffmolander.comtwitter.com/jeffreymolandertwitter.com/jeffreymolander
Should we approach
branding differently?
How might we better use
Internet?
“a flaw in the model... that defines how the world works”
Rule # 1Rule # 1
Brand is behavior
Doing is the new thinking
RuleRule # 2 # 2
It takes a company
Rule # 3Rule # 3
Need is the new want
Tell the truth
New RulesNew Rules
1. Brand is Behavior2. It Takes a Company3. Need is the New Want
Evolve Faster
New Value: Experience
Business advisors
Not reporters
Clear goalsSanctioned priorities
Actionable insights
Rule # 4Rule # 4
Re-define search
Act on intent
Rule # 5Rule # 5
Marketers are the new
publishers
NewNew RulesRules
1. Brand is Behavior2. It Takes a Company3. Need is the New Want4. Re-define Search5. Marketers: The new Publishers
ITA CFO Roundtable02.17.09
Making Marketing Making Marketing Effective and Effective and AccountableAccountable
Jeff MolanderJeff Molander
[email protected]@jeffmolander.comtwitter.com/jeffreymolandertwitter.com/jeffreymolander
