Sunday, March 29, 2009

Strategic Efficiency

Over the last years accountability has been a dominant topic in most marketing discussions. But over the last 12 months of ever deteriorating economical situation the discussion around “Efficiency” has gotten more attention. The pressure to cut costs is as strong as rarely before. Therefore more and more marketing organizations, on the client as well as on the agency side, are discussing of how to reconfigure their marketing processes with one goal in mind: reducing costs. 

Most of these cost cutting activities are hastily designed and miss the bigger picture of redefining the business. In today’s NY Times Steve Lohr writes about the changes in management thinking and strategies in the lens of today’s crises:

“The sharp downturn will force companies to go beyond simple cost-cutting to take a hard look at the economics of their business. Most companies are actually bundles of three different businesses: Infrastructure management, product and service development and commercialization, and customer relations.” 

Translating these three areas of activities into the marketing field, we could conclude that we have the following three core domains of value generation in most communications centric marketing organizations:

  • Production: Creating of all executional elements of marketing programs
  • Idea and Strategy: Generating the right data driven and consumer-centric ideas
  • Client Management: Managing all the relationships with clients and 3rd parties.

It would be a good exercise for any marketer to dissect their organizations, processes, and value generation into these three components. It would enable them to find out how they can truly redefine of where they generate the real value of their organizations and where they are wasting time, money, and resources. It is not all about non-strategic cost cutting but about reconfiguring the business model of marketing around production, ideas and strategies, and client management. It is amazing of how many old bad behaviors und unnecessary tasks have survived over the last 20 good years within marketing. And most marketing organizations, both on the client and on the agency side, react by just reducing headcount without analyzing deeply of how they work. It’s time to redefine where and how a marketing organization can truly generate value.

Our business will continue to focus on accountability and how to build the most impactful marketing programs. But the need for efficient marketing will rather increase over the next years. And the so called good old times will not come back. This recession will continue to change dramatically our field. It’s a time of opportunity for marketers who are willing to be brutally honest with how and what they do.


Anonymous seslisohbet said...

Thank you for sharing a nice article.
Congratulations on your posts, not go from your site successful.

6:50 AM  
Blogger Th Brijesh Pratap Singh said...

When you love what you do then work doesn’t seem like work!If creativity is what you are all about and if animation isyour first love, then rush to ZICA today! And let yourpassion lead you!Mercedes has set the pace in taking initiatives. In August, it signed up as the automotive partner for all motor sporting events at the Budhh International Circuit in Greater Noida for two years. The Mercedes SLS AMG-with top speed of 317 km/hr-will be the 'safety car' for all racing events at the circuit. It will also provide cars to race officials.

Pontiac Ignition Coil

6:14 AM  
Blogger sirking said...

Quickly this site will indisputably be famous among all blogging people, because of its fastidious articles or reviews.

10:00 PM  
Blogger Dr.Jones Methews said...

Within this blog explained a good exercise for every marketer through the help of spectacular marketing tips. lead generation

12:10 AM  
Blogger xiaodai said...

ray ban sunglasses
fitflops outlet
tory burch outlet online
kate spade outlet
gucci outlet online
coach outlet
michael kors handbags
coach factory outlet
air max 90
cheap oakley sunglasses
gucci outlet
coach outlet online
tory burch handbags
polo ralph lauren
oakley sunglasses
kate spade bags
true religion
chanel bags
ray ban sunglasses
michael kors outlet online
michael kors bags
pandora charms
ray ban sunglasses
ray bans
true religion jeans
christian louboutin outlet
abercrombie outlet
prada outlet
toms shoes
ray ban glasses

6:09 PM  
Blogger Lili Wang said...

coach factory outlet
louis vuitton
oakley sunglasses
louis vuitton outlet
cheap toms
prada shoes
louis vuitton handbags
replica watches
louis vuitton uk
michael kors outlet online
concords 11
prada uk
polo ralph lauren
insanity workout dvd
coach factory outlet
louis vuitton outlet
coach outlet
michael kors outlet online
coach factory outlet
michael kors outlet
jordan pas cher homme
abercrombie outlet
ralph lauren sale
nike air max
oakley sunglass
coach outlet
timberland boots
louis vuitton handbags
beats by dr dre
coach factorty outlet
cheap jordans
louis vuitton

11:42 PM  

Post a Comment

<< Home