Scott Berg, Director of Digital Strategy for HP recently spoke with DMN3 Institute about marketing in today's environment. Scott is responsible for HP's global digital strategy that includes keeping the HP brand relevant and compelling for HP customers, partners, communities and employees. His previous position was Worldwide Media Director for HP.
His insights with regards to measuring marketing efforts and the social media take-over may be of some assistance when building your marketing strategy plan for 2010.
How important have bottom line numbers become to online marketing?
- Numbers have become exceedingly important. I can now predict that for every dollar we spend how much revenue we will bring in.
What are the future challenges in your marketing efforts?
- Staying relevant to the customer
- Meeting customer needs
- Continue to drive sales
- Branding is not like it used to be; most spots today are not about branding, but about demanding generation
Is your job becoming more numbers focused?
- The language of business is numbers
- Branding measurement is not the language that the C-suite understands
- Marketing needs to be numbers driven
- If you can't measure it, why are you doing it?
How is social media affecting corporate marketing?
- Not a fad
- Lowers costs while creating a more informed consumer base
- Biggest area of marketing growth for HP
Scott is one of several marketing leaders to be interviewed by DMN3 Institute for the soon to be released book, Profiles in Marketing Excellence.
Scott's comments are right on the money. Increasingly, ROI is dominating the discussions taking place in boardrooms about marketing strategies and budgets. While branding is still very important, companies now want to see the direct link to sales. Is this strictly numbers game shorting the impact of future sales based on exposure to the company's brand?
If you want to view the abridged 5 minute interview, go here: Scott Berg Interview
What do you think of Scott's marketing forecast?
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