Sponsored feature

Should marketers seek City analysts' help to manage their campaigns? The Marketing Society Forum

Nokia is recruiting City experts to help it improve the way it uses social-media data in its marketing

YES - JIM SLATER, MANAGING DIRECTOR, COSTA ENTERPRISES

Regardless of the type of marketing activity being planned, there should be a clear commercial rationale and an intended outcome behind it.

It's hardly groundbreaking for the Nokia bloke to put his head above the parapet and suggest that there is much unproven value in social media. However, doing something about it and developing a sharp commercial analysis tool might just help him justify the investment and increase shareholder value - so hats off to him. If that works, I think maybe he should then turn his hand to helping his paymasters in Finland make some decent smartphones.

It is vital to remember that marketing is a means to an end, and not an end in itself.

NO - THOMAS DELABRIERE, MARKETING DIRECTOR, MARS UK

Clearly, inspiration can come from anywhere: customers, shoppers, consumers, other markets... Believe it or not, sometimes inspiration can even come from creative agencies.

City analysts do not seem the right people from whom to gain inspiration. Their area of expertise seems far removed from what is needed to generate top campaigns.

Arguably, they can help to assess the return on investment of marketing activities, as marketing is about building distinctive brands to generate profit. However, I think there is enough experience, tools and great people in the agency world to objectively help assess the impact of campaigns.

I cannot help but think City analysts have more than enough to do in their own area of expertise.

NO - EMMA WOODS, MARKETING DIRECTOR, PIZZA EXPRESS

I'm not saying that successful brands do not need clear trading strategies based on robust data, but what they cannot afford to ignore are emotional engagement strategies. Number-crunching will always be an element of any campaign measurement, but numbers alone are not enough.

Yes, they are helpful in puffing up the monthly board pack for our finance teams, but detached from the real behaviours of real people - our customers - they can miss the point.

The best marketing teams get to know their customers, get a feel for them and their lives, and then combine this with strong analytics. Marketing is a people business, and those who lose sight of this risk not genuinely developing their brands.

MAYBE - RICHARD INGRAM, DIRECTOR OF BRAND MARKETING, PERONI NASTRO AZZURRO, MILLER BRANDS (UK)

Using external sources to understand the impact of non-traditional marketing on brand equity and sales makes sense; in this case bringing the rigour of analysts to define, measure and understand impact can only improve results.

Critically, marketers must lead their campaigns in terms of objectives, understanding what they want to achieve and then questioning how to measure it. If objectives are not clear, all the help in the world is meaningless.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer