Blog: marketing efficiency
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Measuring Marketing Efficiency
7/16/10Continue ReadingAt Quaero we are often asked to help marketing organizations that feel like they are “inefficient”. Sometimes what I find is that they are, in fact, fairly efficient, but that their marketing investments are not “effective”. In other words they execute well but do not get good outcomes. By the same token, I work with companies who are effective – they get good marketing results – but who collectively tear their hair out every time they work together on a marketing program because they are so inefficient and it’s therefore so hard to get things done.
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Evaluating Marketing Performance: The Importance of 'No'
6/1/10Continue ReadingI recently worked with the marketing team in a large global organization. They engaged us to help them to become (in their words) more “efficient”. Their hypothesis was that both the efficiency problem and its solution lay somewhere at the intersection between their processes and their marketing systems. However we quickly discovered that people had very different definitions of “efficiency.”
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A seismic shift from marketing efficiency to marketing effectiveness
5/17/10Continue ReadingThe 2010 Forrester Marketing Forum focused at a high level on adaptive marketing. What does that really mean? Responding to the market, performance based decision making, or understanding and integrating emerging platforms such as social? Triple yes, and the Forum covered them all. But all of these tactics, while making a marketer more efficient, may not necessarily make them more effective.
