The Whine and Whimper of the Brand Marketers

This is not a generic poke at all of you, but you know who you are.  Yes, You do, so NO EXCUSES. 

I continually hear the following:

• "We can't measure our brand advertising?"
• "What is our brand worth?"
• "If we only could measure the brand and it's value?"
• "I wonder what the brand contributes in sales?"

Before I go Gordon Ramsey on you, know that I am only interested in helping you - the marketing executive, understand that ROI is attainable. You must, understand the following for marketing.  And it Applies to ALL Marketing:

A while back I received this in my inbox from the Center for Media Research - Blog Link....

A recent Compete survey (Source: Compete, Inc. May 9, 2008) on segment-driven marketing found that marketers are focusing their segmentation efforts in online and search engine marketing activities,

This is good. Segmentation can drive better customer value and revenue over time. Excellent, we as marketers are evolving, getting smarter...

...and while only 39% of US marketers surveyed believe segment-driven marketing is very important in their organization today, 84% indicate that it will be more important three years from now.

Yes, exactly. It will be and is..

Additional highlights from the survey include:

• 92% of respondents say they are using segments to manage their online advertising and/or search marketing
• 76% of respondents say that their segment-driven strategy will be ahead of their competitors in three years
• 77% of respondents are having trouble demonstrating real business results from segment-driven marketing

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