The value of marketing

Welcome to my blog. I intend to use this blog to explore the future and value of marketing in Australia. As a professional marketing consultant, CPM and State President of the Australian Marketing Institute, I see the profession of marketing from a number of unique angles and the future indeed looks bright for people in this profession. The AMI metrics project is due for imminent launch giving marketers in Australia a world first toolbox for the measurement of the impact and value of their marketing activities. In challenging financial times, marketers have the potential to come to the fore in helping their organisations - large and small - make headway at a time when many people are wanting to pull back on their reach into their markets because of tight budgets.

On the flip side, there are some major issues that marketing needs to address in my opinion. One of these challenges is ethics. In order to attract consumers or to position their brand more favourably some marketers or companies can fall into the trap of over reaching what they can or are delivering. Greenwashing is a perfect example where some very high pollution companies are trying to pull the green wool over our eyes with respect to their green credentials. Ring tone marketing is another areas where ethics don't ever get in the way of a good story. Parents of children who have rung up phone bills of $1000's of dollars on free phone games will no doubt agree.

But back to the positive - Marketing has an exciting future in the next decade -A decade where we finally might put to rest the idea that marketing is just a pony tail in a suit; a drain on corporate resources, the crazy people who spend our money. Marketing will come of age and start to show the true value it adds to an organisation - in black and white.