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Texto foda da Forbes, talvez um dos melhores que eu já tenha lido sobre o assunto:

First, there is a lack of organizational alignment. Integrated marketing cannot happen when we build our organization on segregation. The functional isolation and segregation of functions reinforces a lack of accountability for business results: It is always the other function’s fault.

Marketing is in a unique position to break down these isolated, towers of segregated responsibilities. Marketing is the common thread that crosses all functions, all geographies and all organizational levels. In particular the CMO serves as the internal voice of the customer, the keeper of the customer’s wants and needs.

O autor aponta a banalização dos insights:

Meaningful insights are more than mere information. They need to meet two criteria: Surprise at what you learned, and as a result, a change in behavior based on this learning.

Real, actionable insight will not come from superior data analysis. Superior analysis provides understanding of where we are and how we got to where we are. It does not provide insight into what kind of future we can create.

Insight comes from a synthesis of various sources of information. Marketers must return to using their expertise and their judgment and their creativity to make reasoned, informed and insightful decisions.

Não tinha como o cara fugir das metricas, é claro:

Fourth, the measurement mindset is stifling marketing. As business has become more challenging, business has become more cautious. The over-reliance on metrics is being used to justify marketing.

Use metrics to guide continuous improvement. However, if the role of marketing needs to be justified in the organization, then marketing has a bigger problem than can be solved through measurement. Measurement should be a learning tool, not a justification tool.

Essa frase é bonita demais: Measurement should be a learning tool, not a justification tool.

O cara fecha falando sobre confiança:

there is a trust deficit.

People don’t trust the institutions in which they once placed their confidence. People no longer trust the government they elect, the banks they select, the food they eat and the marketing communications they receive. The first priority table-stakes are about reliability, dependability, confidence, assurance, credibility. It all comes down to trust.

Creating, building and strengthening brand trust must be a major responsibility for marketing. This includes the increasingly important role of internal and external PR. PR is a form of marketing communications. In building trust, it is often more effective than conventional paid advertising. Building and maintaining trust is at the core of effective marketing; without trust, nothing else matters.

Marketing as we know it will continue to decline unless we move to reform marketing and transform the CMO from a marketing communications leader to a brand-business leader.

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