The New Marketer's Constitution
We all know that marketing must be targeted, focused, and personal in order to appeal to existing customers and to attract new ones as well. To emphasize the importance of targeted marketing, Bob Liodice, president and CEO of the Association of National Advertisers, created 10 key advertising principles for the next century under a new Marketer's Constitution. He discussed the principles last week at the NexTargeting Summit in New York City hosted by X+1.
Principle #1: Marketing must be increasingly targeted, focused, and personal.
Principle#2: Marketers must build real, tangible and enduring brand value.
Principle#3: Marketing must become more effective, creative, insightful and accountable.
Principle #4: Marketing must become more integrated and proficient in managing media platforms. "It's critical to the health and well being of a brand," Liodice said.
Principle #5: The marketing supply chain must become more efficient and productive.
Principle #6: The marketing ecosystem, including agencies, media, and suppliers, must become increasingly capable. "We cannot grow unless everyone is growing along with us simultaneously," he said.
Principle #7: Marketing professionals must become better, highly skilled, and diverse leaders. "If people are not going to develop we are just going to be handicapped."
Principle #8: Marketing must be indisputably socially responsible.
Principle #9: Marketing must be unencumbered by inappropriate legislation or regulation. "We cannot afford to go down the slippery slope of compromising free speech," he said.
Principle #10: Marketing disciplines must be elevated and respected. "I feel like I'm the Rodney Dangerfield of advertising because this business doesn't get any respect."
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