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


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.


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.


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.


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.


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers