What keeps me awake at night…?

MRIA Conference June 1, 2010

I have heard from a few sources that the marketing departments are drying up in Canada.  (Loud sigh), as Canada continues to be folded into Global thinking. LighthouseSearch has statistics collected in support of this statement.

How is it that in MOST companies, research is considered a “cost” and not the lifeline to stay close to their customers in their business?

While we search for ways to improve responsiveness in research, we must first ensure that we NEVER:

  • to have “fast” without “quality”.
  • to have sizzle without the right foundation or methodology.

Our marketers have fewer opportunities than ever to understand their customer. I actually believe that it is the customer that we are ACCOUNTABLE TO.

We heard from many speakers including Dr. Irene Rosenfield, that we must ensure that there is value that translates into sales. Only with that will research be a healthy and protected line within the P&L.

I am going to push even harder. We need to provide INCREMENTAL value from the global truths locally…..or our client base will continue to dry up.  If research and advertising are seen as costs versus business builders THEN WE ALL LOSE.   There are not many Dr. Irene Rosenfeld’s who believe that the marketers need to be in close proximity to feel the pulse of their customer’s.

I BELIEVE THAT WE ARE ACCOUNTABLE TO THE CUSTOMER and through them the client.  Then the work is authentic, objective and will translate into a win/win.

~ Margo

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