The Three Questions Every Marketer Should Ask
Mark Ritson on Three Questions Every Marketer Should Ask
Facebook BusinessIn a new book from Facebook’s EMEA Client Council, Marketing Professor and Brand Consultant Mark Ritson calls out marketers’ obsession with the shiny and new, and urges them to revisit marketing's enduring principles. Below, we asked Mark about the questions every marketer should ask themselves, the way marketers can make the biggest impact and more. To read his chapter in full and hear the perspectives of 21 other top marketers, download your free copy of "Build Brilliant Brands."
What are the enduring, strategic questions that every marketer should explore and look to answer?
Before a marketer approaches the tactical issues associated with advertising, it is crucial to answer three core strategic questions. First, where will I play and what is my final decision on targeting? Next, how will I win and what is the position I want to adopt in relation to my targets in order to attract them? Finally, what is my ultimate goal and what objective or objectives will measure my success?
What is the biggest contribution marketers can make to their organizations, and how can they go about doing so?
Ultimately, the biggest contribution marketers can make to their organizations is to become the link between the company and its customers. No other discipline or department does that in a company. If we can understand customers and bring that understanding into the decision-making process of our employers, we can bring tremendous value to an organization. This should really be the prime directive for our careers.
How can marketers strive to take a broader, long-term view of the industry and avoid obsessions with what you call “the pornography of change?”
It is vital to draw thick red lines between diagnosis, strategy and tactics. They are all connected, but they also demand different things from marketers and operate at different metabolisms. Yes, tactics are always evolving and moving forward. But a bigger-picture view of the full role of marketing will help anchor a good marketer in a more measured and balanced approach to their discipline.
Discover more about what's changing in marketing, and download your free copy of "Build Brilliant Brands" today.
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Interviews
October 15, 2020
Mark Ritson on Three Questions Every Marketer Should Ask
In a new book from Facebook’s EMEA Client Council, Marketing Professor and Brand Consultant Mark Ritson calls out marketers’ obsession with the shiny and new, and urges them to revisit marketing's enduring principles. Below, we asked Mark about the questions every marketer should ask themselves, the way marketers can make the biggest impact and more. To read his chapter in full and hear the perspectives of 21 other top marketers, download your free copy of "Build Brilliant Brands."
What are the enduring, strategic questions that every marketer should explore and look to answer?
Before a marketer approaches the tactical issues associated with advertising, it is crucial to answer three core strategic questions. First, where will I play and what is my final decision on targeting? Next, how will I win and what is the position I want to adopt in relation to my targets in order to attract them? Finally, what is my ultimate goal and what objective or objectives will measure my success?
What is the biggest contribution marketers can make to their organizations, and how can they go about doing so?
Ultimately, the biggest contribution marketers can make to their organizations is to become the link between the company and its customers. No other discipline or department does that in a company. If we can understand customers and bring that understanding into the decision-making process of our employers, we can bring tremendous value to an organization. This should really be the prime directive for our careers.
How can marketers strive to take a broader, long-term view of the industry and avoid obsessions with what you call “the pornography of change?”
It is vital to draw thick red lines between diagnosis, strategy and tactics. They are all connected, but they also demand different things from marketers and operate at different metabolisms. Yes, tactics are always evolving and moving forward. But a bigger-picture view of the full role of marketing will help anchor a good marketer in a more measured and balanced approach to their discipline.
Discover more about what's changing in marketing, and download your free copy of "Build Brilliant Brands" today.
Tags
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