Mikel Chertudi, Senior Director, Global Media & Demand Marketing at Adobe Systems, presented Tuesday morning’s opening keynote at SES Chicago. The goal of his presentation was to take a deep dive into:
- How the value of what marketers do is often viewed incorrectly
- Mistakes that many marketers are guilty of
- What questions marketers should ask themselves in order to invest marketing dollars appropriately
Changing the Marketing Conversation
Often times, as marketers we talk too tactically
Many marketers today still refer to marketing dollars as “spend”, “budgets”, or “cost centers”. One of the things that Chertudi urges online marketers to do is change the conversation. What does this mean? Organizations should begin considering marketing costs as an investment and not just a cost. Instead of focusing on the “burn rate” we are urged to focus on determining if our investment is large enough to fuel the growth of the company. This will enable marketing to be properly viewed as a means of growing the organization instead of being perceived as a cost center.