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2006 Marketing Best Practices
study – A quick peek
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The results of Prayag’s 2006 Marketing Best Practices study
have been mailed to all participants. Meanwhile, we give our Confluence readers a quick
peek at the key takeaways:
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While there is no drastic change in the approach to marketing, we are noticing a few changes
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Though customer acquisition still takes precedence, companies
are looking at branding and customer retention more seriously
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The downside is that this shift needs to happen at a much faster pace
than the current one |
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It is increasingly acknowledged that marketing is not only about
tactical programs.
Marketing teams are now acknowledged as strategic to the
organization |
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While companies recognize
marketing’s role, budgets are still not commensurate to initiate
activities that are wider in scope and reach
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Taking a cue from other
industries, companies are exploring the outsourcing route to expand
marketing footprint. However, at this stage, efforts in this
direction are at best baby steps |
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With advent of online marketing
and efforts in branding, it is important to measure effectiveness.
Marketers are taking steps in the right direction and need to devise
a set of metrics that makes most sense for them
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