Marketing spend should support clearly defined goals

Some experts in business management solution development and application believe the marketing function today has to provide these results in order to demonstrate that it can actively support the growth and establishment of the business brand.

Measuring success

The truism that 'you cannot manage what you can't measure' is particularly relevant when considering a reduction in the marketing competency within a business. Whilst many of these divisions are highly effective in generating superb advertising and marketing collateral, the question of how they measure success still stands.

I believe it is critical for marketing departments to have very clear measurables running parallel with brand building.

There are instances in business when, in order to assess accurately whether or not a process is working, it is necessary to put a stop to it. This will allow for before-and after comparisons.

Achieving exposure

It is tough to evaluate brand improvement over short time periods, which makes it very important to establish the current status before launching a new initiative.

One of the main objectives of a sustained, focused marketing campaign is to achieve exposure because failure to do so could send out an inaccurate and negative message about the business.

However, the majority of marketing spend should be around clearly defined goals which are aligned with business strategy and objectives.