The last few years have been challenging for PR and marketing communications professionals, whether working in-house or in agencies. It’s been a steep learning curve to get to grips with the various social media channels and understand how they can best be used, or even to figure out their relevance. Traditional print media have changed dramatically, sometimes moving entirely online, and the power of search engines to deliver sales leads has grown exponentially. Even the smartest marketers have struggled to keep up with the challenge of proving ROI on marketing efforts, and decisions on where to spend hard-won marketing dollars have become harder.
Now imagine how your CEO, COO and CFO feel. Some will have experience of marketing. CEOs/COOs may have risen to C-level roles having been marketers, but it’s a minority. In the electronics sector, they more often come from engineering or financial disciplines. Then along come the marketers demanding budget for events, CRMs, social media, advertising, inbound marketing, content marketing, outbound marketing, e-mail marketing, digital marketing, webinars, podcasts, SEO, video production, owned media, earned media, paid media more. It’s little wonder that confusion abounds. And if we carry on spouting marketing jargon, rather than explaining clearly and simply how everything fits together to drive sales, it’s little wonder that we struggle to get budgets approved. If those that hold the purse strings can’t understand what they’re being asked to buy, they are going to be rightly protective of their money.