Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
  • more factoids ›
OCT 2007

CMOs, Start Thinking Like Investment Managers†

Talk Like Them, Too: Marketers Must Explain How Their Strategy Decisions Drive Shareholder Value

Advertising Age, October 17, 2007 — They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?

Categories: Marketing Strategy, Marketing Effectiveness
Tags: CMO, Marketing Effectiveness ROI

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