Even some big companies don’t realize the value of marketing
Written by Cedric Solidon on March 17th, 2009 at 10:22 AM
It’s sometimes surprising when you find out that a big company doesn’t realize the value of marketing. As an example, let me tell the story of one of the biggest magazine publishers in the Philippines.
An insider told me that one of the company’s vice presidents suggested scrapping their entire marketing department. Why? Because the VP didn’t find the value in it.
But I think I understand where she’s coming from.
I know a few marketing people in that company and I somehow think that there’s something amiss with what they do. Sure, each of their titles does surveys every so often. But there isn’t a single person in the marketing department who analyzes the results and finds out who really their market is. All the department is concerned about is creating events and sending out press releases about those events.
Sure it’s important to also get the word out about one’s company in different media. But what of that once it’s over? Do events make for loyal customers and make new ones? Would the same things apply for the press releases?
Probably, but it isn’t enough.
Besides, it’s a waste of money creating events for people who might not be interested in your product in the first place.
As for the VP, I think she shouldn’t be in that position in the first place. Instead of suggesting scrapping the marketing department altogether, I think she should have realized the real value of the department and find out why it isn’t working to their advantage.
Image courtesy of kikashi @ sxc.hu.
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