http://www.hotelmarketingassociation.com/blog/2009/is-marketing-accountability-destroying-creativity/ All aspects of marketing in the hotel industry Thu, 14 Jul 2011 15:07:04 +0100 http://wordpress.org/?v=2.8.4 hourly 1 http://www.hotelmarketingassociation.com/blog/2009/is-marketing-accountability-destroying-creativity/comment-page-1/#comment-4 Rob Baldry Wed, 14 Oct 2009 11:21:03 +0000 http://hma.bbbtestsite.co.uk/?p=15#comment-4 This trend is compounded during difficult trading times, as budgets are squeezed and every penny spent is looked at closely for a direct return. This would lead to general awareness campaigns, which are more difficult to measure, whatever the media, being reduced, with a move towards more tactical, results driven communications. Marketing does need new ideas and creativity to keep the customer interested. It has also never been about just doing one thing - a communications plan needs awareness activity to support tactics, and vice versa. Maybe we need to get cleverer about measuring the impact of awareness and brand building campaigns, to be able to prove their true worth ? This trend is compounded during difficult trading times, as budgets are squeezed and every penny spent is looked at closely for a direct return. This would lead to general awareness campaigns, which are more difficult to measure, whatever the media, being reduced, with a move towards more tactical, results driven communications.
Marketing does need new ideas and creativity to keep the customer interested. It has also never been about just doing one thing – a communications plan needs awareness activity to support tactics, and vice versa.
Maybe we need to get cleverer about measuring the impact of awareness and brand building campaigns, to be able to prove their true worth ?

]]>