at 4.20 PM Link Measuring to Marketing and Events
• How to transform marketing into business driver?
• Measuring and transparent ROI is crucial!
• The 5 stages of measuring

Event will be taking place on 26th August 2010 at Hotel Kämp in Helsinki. Read more about the event and see the entire program from B2B Tapahtumamedia 2010 site.

Articles in MAINE-magazine May Issue

MAINE-lehti attended to Marketing Clinic Client Seminar 2010 Kasvua! in March and writes about Coca-Cola Zero campaign in the article “Coca-Cola teki lightista äijäjuomaa”. In Marketing Clinic’s client seminar Catharina Stackelberg talked about the fact that innovations are widely spoken of, but many companies would find more cost efficient way by developing existing services instead of creating new ones.  According to Stackelberg, by renovating , company’s core essence can be used as leverage in generating organic growth. The Coca-Cola Company adapted this thinking when launching Coca-Cola Zero. Read more about Coca-Cola Zero:

Articles in MAINE-magazine May Issue

Strategic role of marketing is seen as part of management, but in surprisingly many companies results are not continuously measured. This paradox is seen in recent State of marketing 2010 –study, were role of marketing was examined in Finnish companies.  Over 70% considers marketing strategic role as management, but 40% says that in their company results are not measured continuously. In comparison, this was 30% in 2008. Researcher Johanna Frösén from Aalto university says that this reflects the effects of economic downturn – in recession, many companies cut marketing budgets before anything else.  Marketing is still seen as cost rather than investment.

Due to recession, productivity of marketing has decreased over the last 2 years according to upper management. Only a few percent considered productivity of marketing very good.  Approximately 12 % thought that results of marketing in the company are poor or very poor. Changes to 2008 are not great, but that tells the tale of decreased impressiveness of marketing among upper management. Greatest obstacles of marketing measuring is considered to be lack of time (every other respondent). Another bottleneck was lack of knowhow and material. Lack of management and funding are still greatest obstacles for measuring, whereas lack of cohesive materials is not considered as critical as 2 years ago. According to corporate management, marketing investments are made the most when new product areas are entered or when competition tightens. Only 7% said that they invest most in marketing when times are rough and larger customer base is needed.

Even though relationship of marketing, sales and R&D has improved in two years, still about 10% or the companies sees marketing and R&D as two totally different functions. Over 35% said that marketing and R&D work together in most areas. Approximately 50% said that sales and marketing are inseparable. Companies considered effectiveness as their most important competitive edge. This is followed by professional personnel, image within branch and quality control of the products. These four are at least important to 90% of respondents.  Less than third of respondents thought that recognition of brand and competitive means of R&D and innovation.  Marketing Clinic CEO Catharina Stackelberg is astonished of the results: “Effectiveness is not competitive edge, it is self-evident.” Being effective and streamlining is competitiveness, but competitive edge emerges from understanding your clients better that anyone else. According to Stackelberg marketing is still often seen as a gimmick. “Too often companies try to be innovative and come up with new things, instead the focus should be in coherent production of products, services or solutions of which clients are ready to pay more than of other alternatives. “

Here is the article in pdf-format (in Finnish):

Monet yritykset eivät seuraa markkinointia Kauppalehti 19.4.2010 1
Monet yritykset eivät seuraa markkinointia Kauppalehti 19.4.2010 2

Tapahtuma järjestetään Taitotalon Kongressikeskuksessa (Valimotie 8, 00380 Helsinki) klo 8:30-16:00. Lue lisää: Digital Marketing Summit 2010 – ohjelma.

Debate article Målinger uten kroner (in Norwegian):
DN 100209
and response Feil om Stellaprisen by Runar Pahr Andresen and Lars Erling Olsen (in Norwegian):
DN 100211

Catharina Stackelberg opastaa markkinoinnin tuottavuuden saloihin puheenvuorossaan ”Markkinoinnin tuottavuuden parantaminen – alhaisemmat kustannukset, parempi tehokkuus, nopeammat tulokset”.

OMA YRITYS 2010 – tapahtumassa yrittäjä kohtaa yrittäjän, palveluita tarjoavat kumppanit sekä pääsee kuuntelemaan huippuseminaareja ja luentoja kahden päivän ajan. Lue lisää tapahtumasta: http://www.wanhasatama.tx.fi/omayritys.