Don’t stint on marketing


Observations of a number of companies over recent weeks indicate a tendency to stint on marketing, communications, and customer relations.

Of course, these three facets of business and of customer/consumer/audience interaction can be considered as shades of the same thing, and certainly work well when inter-
connected.

So a failure to invest resources in one can have consequences for the others.

For some organizations, these three functions seem to be something to invest in when they have a moment to spare. For others, they are something on which to spend a bit of spare cash, assuming there’s some spare cash around.

For others, they are painful chores that they’d rather not have.

Business models and the thinking behind them need to change so that the direct costs associated with these supporting business functions don’t become costs that can be cut when needed.

Customers need to be nurtured, and through whatever mechanism is in place for any given organization, rewarded with interest, understanding and something closer to a pleasant interaction with companies.

Products and services need to be taken to market. Having great stuff that no-one knows about is pointless.

And audiences (otherwise known as large groups of individuals) need to be kept informed, up-to-date, and enthused about organizations.

All these cost time, resources, effort and money. The moment organizations stint on one or more, organizations start to lose their reputation, customers, and income.

About alansmithoz

Head of Strategic Business Communications at Australian social analytics technology company Digivizer, with a background in corporate public relations and marketing. I do what I do because I believe communications can make a difference.
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