Why it is time for marketers to change the conversation around confidence
Confidence in marketing may have taken a battering during a turbulent year of change and uncertainty, but now an opportunity is presenting itself to reframe the conversation around its importance.
Working in an industry shaped by profound change and operating in a cultural environment characterised by uncertainty, marketers have a lot to contend with to ensure their message lands not only with customers, but within their own organisations.
Yet after a year of upheaval, could 2020 be the time to change the conversation around confidence in marketing? As with anything, real change only happens when you admit there is a problem.
Professor Byron Sharp recalls the experience of former Mars global CMO, Bruce McColl, now a fellow academic at the Ehrenberg-Bass Institute.
When he took on the role at Mars, McColl met with each member of the C-suite and asked about their perceptions of marketing. He was floored by the CFO, who said marketing was great because Mars is a “brand-based company” so it is important to have adverts.