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Marketing reinvention: four ideas to boost your impact and relevance.
Matthew Lieberman is the CMO at PwC U.S. and an innovative executive at the crossroads of marketing, media and technology.
If you’re a marketing leader, odds are you’re feeling the heat. And whether you’ll be joining us on the Croisette in Cannes or not, it may only get hotter. In our Global CEO Survey , 85% of CEOs said they are considering or have already begun reducing operating costs. Where might they look for savings? Almost all CMOs (89%) said in another PwC survey that they believe that their budget will be cut before those of other departments.
The timing couldn’t be worse. Marketing is critical to the business, especially during challenging times. Today, marketing leaders need to make a powerful case to maintain or even increase investments. They need to illustrate their impact with hard numbers that demonstrate the return on marketing investments.
Without these numbers, other C-suite executives may not fully grasp the value of marketing and what sets it apart from other business functions. It’s a widespread problem. Marketers often need to justify their own position; we’ve even seen some companies eliminate CMO roles.
But after witnessing the excitement from other CMOs at events like Adobe Summit and ANA’s Global CMO Growth Council meeting, I'm encouraged. I’ve picked up a few strategies that can help in telling your story and retaining your budget. Marketing is, after all, a growth function. It may be the only one that can create the magic that connects customers with your brand.
Best 5% interest savings accounts of 2024.
Here are four ideas to help marketers both increase and better demonstrate the value and importance of their function.
Nearly half (45%) of respondents in the Global CEO Survey said that their companies might not be economically viable in 10 years. That’s a shocking number, but it's understandable when you consider how fast society and technology are changing. In my firm, for example, generative AI (GenAI) is already driving productivity gains of approximately 20% to 40% in several key functions, including marketing. If your company doesn’t keep up with these kinds of advances, it will likely be left behind.
As your company works to reinvent itself to drive growth, you can become a leader. You are your company’s expert on your customers. If you don't have a seat at the table when leadership is discussing long-term strategy, ask for one. Come with a plan developed in collaboration with your firm’s tech and data leaders. Together, you can reinvent the customer experience by taking advantage of new tech to drive engagement and growth.
We all love and need marketing technology (MarTech). Your MarTech stack can yield granular customer data to design impactful campaigns, real-time data to assess that impact, the tools to keep iterating and improving while campaigns are in progress and more.
But MarTech is expensive. For some marketing departments, it’s almost as big a budget item as media. So, before you make new MarTech requests, get data on the tech you have, the tech you're considering and the likely costs and value. Understand the organizational impact of any further tech deployment and the possibilities for scale. GenAI, for example, is so scalable that you may be able to add marketing to some other function’s initiative at a reasonable cost. Only after you have hard data on what MarTech will do and the cost should you go to your CFO.
It might seem ironic, but it’s true: A lot of marketers have trouble marketing their teams to stakeholders. It’s not that we’re bad at talking. It’s that many marketers don’t have practice in speaking the language that CEOs, CFOs and other key stakeholders understand.
To talk the talk, you need metrics—and those shouldn’t be impressions or social interactions or other marketing-specific statistics. What you need are the metrics your CEO and CFO care about: profit, revenue and ROI. It wasn’t possible five years ago, but thanks to MarTech, it is now: You can rigorously assess your work in light of your company’s goals and bottom line. But don’t give people too many metrics. Their eyes will glaze over. Choose the ones that will speak to them specifically.
I’ve written a lot about tech, data and reinvention, because that’s a lot of my job these days. That wasn’t the case when I started. One thing that hasn’t changed is one big reason we all chose careers in marketing: the opportunity to use our imaginations. So, while it’s critical for your people to use the latest tech and make data-driven decisions, it’s just as important to make space for them to be creative.
Encouraging creativity means providing time, incentives and recognition for it. It also means using tech to automate tedious work and to amplify creative work. In my firm, for example, we use GenAI to help develop derivative and hyper-customized content based on our people’s original work. People create the content. Tech helps us multiply its impact. We call this approach human-led and tech-powered—and we believe it’s how marketers are going to stay relevant for years to come.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
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Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment.
Research question.
Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.
Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.
What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach? Customer Decision-Making Profile
Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.
Provide a brief profile of your target segment using at least three of the following categories:
Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit. Positioning and Differentiation
Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.
List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.
Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?
Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].
Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?
What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?
What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?
Describe your brand voice and personality using the is/is never template:
Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization?
Marketing Information and Research Grading Rubric
Criteria: Marketing Information and Research | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Marketing Information and Research Assignment: 60 pts.
Criteria: Branding | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Branding Assignment: 40 pts.
Total points possible for Marketing Plan, Part 2 Assignment (Marketing Information and Research, and Branding combined): 100 pts.
COMMENTS
5. Geographic Branding. Geographic branding is important if you can tie your business or cause to a geographic location. Pittsburgh brands, for example, use this type of branding to the fullest. All the major sports teams use the colors black and gold, which people associate with the city.
5. Personal Brand workbook 8. Conquer your weakest point. Stress can leave you depleted. It can weaken your immune system, affect your sleep and drain your adrenals while impacting every facet of your life, your relationships and your success. It can also have a negative impact on your personal brand.
MKT 3320 - Social Media Marketing Step 7: Determine Your Strengths, Weaknesses, Opportunities and Threats A SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is an invaluable personal branding exercise that helps you prepare for your next job or future career growth. Strengths: Think about what you excel in.
Co-Creation and Collaborative Innovation • 6 minutes. Innovation Management Platforms • 4 minutes. Brand Governance Frameworks • 2 minutes. Digital Asset Management (DAM) Solutions • 6 minutes. Global Brand Consistency • 5 minutes. Enforcing Brand Guidelines • 4 minutes. Brand Compliance and Audits • 6 minutes.
5. Competitor Analysis. Including a competitive analysis is essential when creating a marketing plan. Your buyer persona has choices when it comes to solving their problems, choices in both the types of solutions they consider and the providers that can administer those solutions.
Student Instructions. Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services ...
9.16: Assignment- Marketing Plan, Part 2. Page ID. Lumen Learning. Lumen Learning. Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below.
§ Global Brand Power: Leveraging Branding for Long-Term Growth § Customer Centricity Cases for recitations are available on Canvas's Study.net section Additional readings will be placed in Canvas/files by lecture Lectures/Recitations Topics for each week of the course are identified on the assignment schedule below. Each week,
Here are the only 14 steps you'll ever need to know when planning to tackle a Professional Marketing Qualification Assignment. Some of these steps you may want to change in terms of sequence, but make sure you cover each one in whatever sequence you feel fits you best.1. Read the assignment in full 2. Consider the marking 3. Choose an Organisation 4. Make a timeline 5. Understand the syllabus ...
This document provides information about an assignment on strategic brand management. It includes: 1. The 4 main steps in the strategic brand management process: identifying brand positioning, planning and implementing marketing programs, measuring brand performance, and growing brand equity. 2. Examples of different types of brand elements like logos, slogans, packaging. 3. Six criteria for ...
A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics. A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your ...
Assignment 1 BUS 5112 Marketing Management Term 3, 20 20. Pick a product or brand of your choice that is sold in your geographical location. From an examination of any marketing medium (such as advertising, packaging, or website) and reflecting on the 4P's of marketing, construct a value proposition for the product or brand.
Page Contents. 10 Tips For Writing Marketing Assignments. #1 Know the Assignment First. #2 Pick an Example. #3 Put a Self-Deadline. #4 Research Fiercely. #5 Real Events Make an Impression. #6 Choose the Correct Writing Style. #7 Cite Correctly.
Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach ...
personal branding assignment: part step who am the first step in any branding exercise is to identify the unique attributes of product, service or company. in. Skip to document. ... Exercise: Personal Marketing Mix. Just as you'd develop a marketing mix for a product or service, you should think about what you have to offer prospective ...
Next Steps: More Activities and Resources for Teaching Personal Branding Personal Branding and Teach Social Media Book. A version of this assignment is available in Chapter 9 of my new book, Teach Social Media: A Plan for Creating a Course Your Students Will Love.The book provides educators an end-to-end plan for teaching a social media class.
Brand design is a visual representation of a company's identity. This brand identity includes a company's objectives, values, and — of course — its product. Your brand design is the embodiment of your brand's positionality, personality, and flair. From the fonts you use to the colors in your advertisements, every design element must ...
Step 7. Create a social media content calendar. Step 8. Create compelling content. Step 9. Track performance and make adjustments. Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
In simple terms, digital marketing relates to promotion and advertisement of certain ideas and services via electronic means. While it's mostly related to Internet technologies, digital marketing also covers mobile phones, digital street banners, online intellectual property protection, and anything where electronic platforms are used.
Refer to Employer Branding for a jump start. Although your how-to must be original (riffing is fine; duplication is not), it should address the following four points: Step 1: Evaluate your brand. Step 2: Identify/clarify your employer proposition. Step 3: Connect with your audience. Step 4: Recruit & support brand ambassadors.
Branding Assignment - Free download as PDF File (.pdf), Text File (.txt) or read online for free. fe
Identify Pain Points. Brand storytelling needs to demonstrate your understanding of your target market's problems. To identify pain points, you can: • Survey customers to learn what led them ...
MKT 2100: Marketing Fundamentals Module 1 - My Favorite Brand Scenario Worksheet Complete this worksheet using the directions within to guide you. Submit your completed worksheet in the "Assignment and Grades" tab in your course menu. When you have submitted this assignment for grading, please return to Module 1 for a module wrap-up.
branding assignment - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. The document discusses branding and the consumer decision-making process. It provides details on the 5 stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Chapter 2 Notes Marketing Strategy Planning. None. 5. S. Smith Theory Review Ch 8 Gestalt Therapy. Counseling Theory and Tech 100% (5) 17. RBT Review. ... Personal Branding Assignment. Marketing None. Recommended for you. 4. Group Project- Target Market. Marketing 100% (3) 4. Group Project- Target Market. Marketing 100% (3) Students also viewed.
Social media marketers are marketing specialists who use social media platforms to promote a company's offerings. They often use platforms like Facebook, Instagram, Twitter, and TikTok to reach new customers, engage with current ones, and announce new products or services.. Social media marketers can work in-house in a dedicated role within a company, but many work as freelancers or ...
Using marketing analytics to develop marketing strategies. After collecting data, it's important to identify any patterns the set may contain and use them to make data-driven decisions and refine your marketing strategy.Oftentimes, this requires being able to understand and interpret the data you've gathered, like knowing what an optimal bounce rate or clickthrough rate is.
Omnichannel is an approach to customer engagement that integrates all communication channels to create a unified experience. If you're wondering what omnichannel means, literally, it's helpful to know that "omni" means "all.". And "channel" refers to any touchpoint between a brand and customer, as illustrated below.
2. Be Ruthless In Your Use Of Tech. We all love and need marketing technology (MarTech). Your MarTech stack can yield granular customer data to design impactful campaigns, real-time data to assess ...
The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment. ... Total points possible for Branding Assignment: 40 pts. Total points possible for Marketing Plan, Part 2 Assignment (Marketing Information and Research, and Branding combined): 100 pts. ...