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State of Marketing, 2012

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Dear business men, business women,
Dear fellow marketers,

The last months have been hard on all of us. The current economic climate has left us little breathing space and very cautious of every step we take. Consequences have often been hard and ruthless. And make no mistake: there are still rough times ahead of us. Budgets will be cut. Resources will be tightened. Consumers will question our every move.

But it’s at these times, when things might seem hopeless at first sight and our hands and feet seem bound, that new opportunities arise. These are times that –more than ever before- call upon our experience and creativity. These are times that ask for new ways of thinking and new ways of acting. For a smarter form of marketing that is both inspiring and accountable.

We believe that technology can be a solid driver for this change. Over the last years new platforms and tools have matured of which we can now reap the fruits. Mobile, social media, cloud computing, … they each have a role to play in this new form of marketing. But we even so believe these to be only the instrument to serve the greater good: supporting sales, building stronger brands and growing more happy customers.

We believe the true way to reach these higher goals is through a close partnership with our clients and a deep understanding of their businesses and the markets they operate in. This -if any- is not the time to carelessly shove out marketing campaigns. This is not the time to adapt the latest one-size-fits-all practice. This is the time marketers must take their responsibility and provide the best solutions for both businesses and consumers.

Furthermore, we believe that marketing should not only be responsible, but should even more so be accountable. We believe that efficient and effective marketing drives upon data and the continuous insights it delivers. Only by starting from the facts will we be able to optimize our marketing efforts effectively. Only by measuring will we know the impact of our marketing actions. Only by prove will we convince businesses of our use.

We also believe the true prove of marketing effectiveness goes beyond short-term financial gains. We believe that true business value lies in creating long-term, profitable relationships. We believe in the joint power of businesses and consumers, in the obligation of brands to focus on consumer relevance and the potential of consumers to grow a business. We believe in continuous, engaging dialogues as the foundation of this new alliance.

But this can only work if outlined, planned and executed flawlessly. We will only succeed in creating this new form of marketing through assembling multidisciplinary teams of skilled specialists. Then, and only then, we will get smart new marketing ideas to deliver real results for everyone involved.

We believe these beliefs to hold the key to successful marketing now and in the future.

We believe in 2012.

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