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You are here: Home / Podcast Episodes / Mark Ritson talks marketing strategy

June 5, 2017 by Adam Fraser 1 Comment

Mark Ritson talks marketing strategy

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.

Mark Ritson talks marketing strategyAdam Fraser
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Filed Under: The EchoJunction Podcast with Adam Fraser Tagged with: Adam Fraser, echojunction, Mark Ritson, Marketing strategy, podcast

About Adam Fraser

Founder, EchoJunction, an intersection of social media and technology.

Comments

  1. Peter LAUGAR Skalník says

    August 29, 2017 at 8:39 PM

    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.

    Reply

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