Adjunct professor at Melbourne Business School Mark Ritson joins the podcast to talk marketing strategy. We discuss:
- Mark’s career to date as a professor
- What a marketing strategic planning process should look like
- Three key questions in marketing strategy – which segments are we targeting, what do we want to stand for and what are our objectives for the target market
- The 4Ps as a framework for developing a marketing plan and additional factors which Mark thinks also warrant consideration
- Why so much content related to marketing focuses exclusively on the publicity and promotional aspect of marketing
- Why marketers are often seen as the “colouring in” department
- Apple as an example of the importance of product alone in the marketing mix
- Org structures and where marketers now fit
- Whether customer service and customer experience logically fits within the remit of the marketing department
- Touch points as a contributor to the overall brand and customer experience, and Apple’s genius bar as an example of successful execution in this area
- Mark’s view on the impact of social media and how it should impact the marketing function
- Why the idea of organic reach was never going to be successful
- Facebook’s changing model to reach and advertising options
- Using social media for listening and deepening understanding of the consumer
- The role of social customer service
- The complex marketing technology landscape and why Mark thinks a decline in numbers from the current 5,000 martech platforms
- The Facebook and Google digital duopoly
- The challenges from programmatic and Google’s current challenge with an advertiser ban
- Facebook’s future focus on TV media spend
Mark is a very insightful and highly informative speaker – really well worth a listen.
Key Links
Mark can be found on Twitter here and he blogs at Marketing Week.
Every marketer should read and listen to Mark Ritson and at least think of his approach to marketing strategy. FB/Google cheat us and it costs us a lot of energy and money. They could also make many interesting projects to fail. I am reading, listening and thinking and it helps me and my clients a lot.
__Peter Skalnik, Chief Evangelist of Yellow Posters, a visual guide through culture inspired by street posters.