Marketing needs to step up … to be the driving force of business, in a world where markets are the biggest dynamic
April 1, 2019
Marketing as a profession, and a source of new thought leadership, has become a little stagnant in recent times. Over the last 15 years since I was CEO of the world’s largest professional network of marketers, the CIM, then I don’t see much progress in marketing stepping up to lead the business.
Actually I see the opposite. The advent of big data, social networks, search optimisation, online ads, has driven marketing to become ever more tactical in its nature, short-term in its thinking, and diminished in its influence on the future direction of business, innovation and growth.
I’m tempted to step back in there. Since I wrote Marketing Genius, which became “the little black book of marketing” for many, I see a profession and business function, in need of revitalisation, reenergising and probably reinventing. At a time when markets are the most dynamic force in business, marketers and marketing should be a key driver.
Alas I have tended to focus more on leadership, strategic direction and innovation, as this is where I can make more impact. It’s still about markets, customers, brands but also about futures, innovation and growth. Which is what marketing should be about.
So I was delighted to see a new article 10 Principles of Modern Marketing by Kevin Lane Keller and Ann Lewnes recently which I thought I would extract a part of, as it hopefully gets marketers and marketing back thinking bigger, thinking future, and thinking business: