I recently had the pleasure of participating in an event with the Chartered Institute of Marketing (CIM). The theme was Future Focus and was part of their current campaign looking at the questions and challenges facing marketing between now and 2025.
It was a thoroughly interesting event with a very notable panel including representatives from McCann Manchester, Everton Football Club, Kenyon Fraser and CIM.
The evening began with each panel member giving their introductions and own thoughts as to what the future of marketing holds. The discussion was then turned on its head when the first question from the audience was â€œWhat is marketing?â€
The reasoning behind the question was that each panel member gave a very different opinion of what they think marketing is, what it represents and itâ€™s influence on businesses. It was clear from outset that the term marketing means very different things to different types and size of businesses.
This very simple question set the tone for the evening.
Instead of looking at what challenges marketing faces in the future, the focus had shifted and was now very much focused on the challenges marketing faces more immediatelyâ€¦
Because marketing is such a comprehensive discipline, encompasses so much and underpins such a large part of what businesses are and do it was felt that marketingâ€™s identity has become confused. Despite many ideas and strategies advised by marketers truly transforming the success of businesses, it is no doubt invaluable. However, the result of this misconception is that the significance of marketing is largely underestimated.
A number of people also felt that businesses in receipt of marketing advice, ideas and consultancy donâ€™t understand the value they receive or attribute successes to marketing.