Brand protection 'the key role for marketers'
Wednesday 13th January 2010
The prime responsibility of marketers should be to oversee their company brand, it has been claimed.
Writing for Fresh Business Thinking, Frederick Felman, chief marketing officer at MarkMonitor, suggested that such professionals are likely to be very busy, engaging in a number of daily task.
However, he said that ensuring a healthy brand overrides other responsibilities such as driving demand, launching products and promotions, gathering market data, monitoring the industry and optimising the marketing mix.
In comments which may interest users of the email marketing medium, Mr Felman commented: "The advent and growth of the online world has permanently altered these functions, and none quite so much as brand stewardship.
"In fact, the online world brought a new dimension to traditional brand stewardship, namely brand protection."
He suggested that scammers and fraudsters believe the best way to attract web traffic is through a strong, well-known brand.
"Adept at optimising their own online marketing mix, they use ecommerce and online auctions to reach individual buyers, and B2B exchange sites to reach those looking for bulk purchases," he reported.
Last week, marketing expert Brian Massey told Clickz.com that email marketers must ensure they establish and maintain a detailed customer database for business intelligence purposes.
Written by Mark Hainsby