McDonald’s commitment to marketing and the importance of price: Your Marketing Week
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From McDonald’s effectiveness drive to marketers’ lack of interest in price, it’s been a busy week. Here is my take.
The price of influence
“And we moan why we don’t have a seat at the table when we should be thankful we haven’t been kicked out of the room yet.” This a tweet from Keerti N, head of marketing effectiveness at Publicis, in response to a chart from our Language of Effectiveness survey. You can see said chart in the story linked to below, but for context, in an answer to the question, ‘What do you see as the most important jobs for marketing in an organisation?’ it was evident how little recognition is given to the role of price. Less than a fifth (19.7%) of the 1,300 brand-side marketers who responded believe using price to help grow or defend profit margin is an important job, putting it joint last out of eight different tasks. I can’t speak for the tweeter, but I would wager that this was chief among the prompts for her ire.
