DAVID: WHAT ARE SOME OF THE CHALLENGES FACING BRANDS TODAY?
MARK: A lot of senior marketers are obviously struggling with budget. I think we are at a point now, where marketers know that they need to spread their money top and bottom of funnel, long and short around the performance. I don’t know many good marketers that aren’t on top of that.
The problem comes in convincing the rest of the organisation that moving money up the funnel is the most prudent way to make more money and pushing it all the way down to the bottom, ironically, given ROI is often cited as the reason, is a really dumb financial move.
The issue of how to get the rest of the organisation to commit, always comes up, wherever I go.
Probably the other one that’s raised the most at the moment among those smart marketers, is pricing. I don’t know how inflation’s running in New Zealand, but if you are anywhere near 10 percent annual inflation, which we have seen in most places, or close to it, you’re going to have to increase your prices, or your profitability is going to get hit.
The problem we have in most companies these days, is a reticence to involve
