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Accountable Marketing

Submitted by Mitch Seigel on Tues, 12/15/2015

With the vast choices we have today in which to market our products or services, it has become more and more important for the marketing planner to be accountable to the plan being implemented. For those just getting started in marketing, it wasn’t always that way.

Let me take you back just twenty-five to thirty years. A matrix for result patterns was a spread sheet created on a piece of paper. The results were accumulated as customers came in to the store and bought product. Generally it was an estimate because it was virtually impossible to question every customer. So buying media or developing advertising plans was a crap shoot.

Today, a matrix should be developed for every marketing campaign, and fortunately because most medium are monitored regularly, a true result pattern can be developed quickly against a marketing plan. This allows for quick analysis leading to quick change in plans.

The end result, at least as of today, is that marketing needs to be accountable, and more important, the tools are available to make marketing accountable. If you are just winging it, and not basing your marketing decisions on any measurable results, you are doing a disservice to you and your company.

Take the plunge, and make yourself accountable for the marketing actions you take. You will be commended for the changes you make and the results you develop.

What are your challenges when it comes to accountable marketing? I look forward to hearing your comments. Until next time…