Trending in 2011 – Part 4

08 December 2010

As marketers are increasingly challenged to innovate and make more with less, the will continue to expand their remit and absorb additional functions as new audiences and new routes to market become key, and “reputational intelligence” becomes absolutely critical.  Topping the list of the marketing group’s new responsibilities will be public relations, employee communications and corporate social responsibility because all of these disciplines provide the opportunity to participate and engage with key audiences–from consumers to employees to influencers of all types

As a result, marketers will need to adopt a longer term view on key performance indicators in addition to the quarter-by-quarter KPIs such as sales, brand preference and consideration rates.  And, in-house communications functions will need to understand traditional marketing metrics so that they can deliver above and beyond earned media output and share of voice-type measurement.

In the more innovative organizations, a new discipline will be borne which will be “mash-up” of the individual specialisms as we know them, making for interesting times for traditionalists versus new world thinkers.

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