Mark Ritson talks marketing strategy

• 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.