Hidden world of marketing

Hidden world of marketing. marketing is the last great undiscover country for the application industry. almost every other critical business fungtion has its own suite of applications tailored to support it.

Think about a typical company and the tecnology on offer to support activities. the CEO has business information application to support his or her decision, the chief finansial officer chas acountting and pay roll system while the chief tecnologies officer has knowledge management system. what does the chief marketing officer have? power point!

One of the reason for this might be that marketing is still perceived as some thing of a create black art and as such, is some hownot Expected to demonstable result,statistic. return on investment analysis an so on is seen as either not appropriate or as something that stifle creativitiey on the part of the marketing team.

Un know value,as suchmarketing is relavely vague and un charted area of the corporate ecosystem, every one is entirely certain how much value the derived from that spending other than in a loose, touchy free short way.

This might sugges that internet marketing departement are free from constrain of other areas of the business, but there is a down side, when the time gi tought or thing go wrong, it is easiest to blam the marketing. Afther all it is the one areas of business that can't properly account for it self and it is activities.

When looked at rationallity, it is absured that is situation has been allowed to exist, particulary in time of economic resistant and tighter fiscal management. According to figure to international data corporation the global top 1000 spent in excess or $100 billion a year on marketingand advertising with a typical exspenditure on marketing being 4 per cent of total revenues. That significant sum to be spent with litter or nocapabelities of measuring it's effectivensess.

There are consistent problem with traditional approaches to marketing that are no being addressess. Company increasinglycompete on international stage, ofthen with marketing metodologies and practised deigned before the advent mass media and certainly before the internet become a global plat form of communication. Marketing is also a heavily out sourced activities.

while there are a centralised marketing fungtion. the marketing departement it self dipend on effective management, and control the thrird parties, be they internal art and design people or more typicallly outside agencyies, in addition, marketing departement are geared up to focus on creative aspect, not on the post campign analysis. Inevitably time and budged goes on the creation of a campign, not on measuring its usefullness or it return oninvestment.

But offer the past two years, a breed of aplications have began in emerge under the variety or name to support marketing more effectively, althougt the most common discription of such tecnology is resource management (MRM) as difined by garther group. marketing management resource mangement application improve an interprice, ability to plan, coordinate execution, and measure the impactof marketing effort, in hidden world of marketing. by stuart lauchlan.