Wow Factor Not Enough, CEOs Want Analysis
Where's the beef?
Marketers presenting a new campaign today might think they're dealing with Clara Peller in the Wendy's television spots from the 1980s.
During the panel discussion, York emphasized marketing is a culture, not a department. To succeed marketing has to resonate throughout the organization.
Eileen Rivera noted that, despite tight budgets and staff cutbacks, SkyOne FCU has kept all seven of its marketing staff. To her, she noted, marketing is not an area she would cut.
Jeff Schroeder said the marketing people he admires most have great analytical skills.
"They're very involved in return on investment," he said. "They're much more analytical than the marketing executive of 20 years ago. They still have to be creative, but in my opinion they're a different executive."