Demonstrate marketing’s effect on bottom line

Your cover story (MW 28 October) rightly said that a fully-integrated marketing function is vital for business. But as a profession we need, more than ever before, to convince our boardroom colleagues of our contribution to the bottom line.

Innovation in digital marketing and social media, for instance, can be hugely valuable and cost-efficient tools but without a clear strategy and demonstrable return on investment, they can make us look faddish rather than effective.

When marketers deliver through the smart use of research and data and the implementation of innovative and creative campaigns, they really show how marketing is a vital organ in the anatomy of business. We need internal marketing evangelists to help educate colleagues about the role of marketing and creative and effective integrated campaign leaders to demonstrate real value.

Rod Wilkes, CEO, The Chartered Institute of Marketing

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