Effective Marketing Requires Working Closely with Leaders
Marketing isn't just about promotions and communications
When non-marketers think about marketing, they may think sales, spin or social media. However, when a marketer thinks of marketing, they may think strategy, implementation, research, or analytics. This disconnect in understanding is one of the barriers to getting the most out of marketing efforts, according to a survey of association marketing professionals by ASAE’s Marketing Professionals Advisory Council.
Survey respondents reported that those in the C-suite sometimes think marketing is simply about promotions and communications, which results in marketing not being part of the conversation (or invited to the party) until it’s time for execution. The result is miscommunication and missed opportunities. Marketers need to not only be invited to the party but also help plan and promote it.
Tactics vs. Strategy
Survey respondents noted that marketers can communicate their value beyond just campaign data and design. Marketers must make the connection between their tactics (i.e., channel optimization, market insights, customer experience and data) and the association’s level of innovation, brand positioning and bottom-line organizational results.
Please select this link to read the complete article from ASAE's Center for Association Leadership.