$137.8B U.S. ad spend for top 200 advertisers
“All major brand metrics are in decline because what people see about your product is freely available online,” Suther said. “The answer is discovering your most valuable relationships and how to impact those customers' own profitability.” But Suther also warned against being overly enamored of customer care and approval to the detriment of other considerations. “Focusing on 'customer love' isn't always consistent with making money,” Suther said. “Sometimes you might offer the cheapest price, or be everywhere or offer the best mousetrap. Organizations can run into trouble if they're not making sure they go to market in a consistent way.” Eduardo Conrado, senior VP-CMO with Motorola Solutions, said one key to this is reimagining the role of the venerable “Four Ps,” first formulated by marketing academic and author E. Jerome McCarthy in 1960: product, place, price and promotion. For Conrado, product now equals customer solutions; promotion is customer education; price is delivering value; and the notion of place is providing access to this information wherever the customer or prospect might be. “Access means creating a new formulation, combining a portion of IT with marketing into a single team,” Conrado said. “As we change how we tell stories to educate the market and customers, we have to architect the IT department. It's an area [where] marketers have never been before.” “Going forward, marketers will have a big voice in how portals are structured and will influence how people view content,” he said. Conrado said these steps will enable marketers to finally “have a seat at the executive table.” “What role does marketing have? One is the cultural piece,” he said. “Marketing has some of the best tools to be a culture igniter. Marketing can move the enterprise forward with a set of tools that help drive change. Often, marketing is the first group that puts these in place. “When that happens, marketers can become the smartest people in the room,” he said.