We are more in a single transmitter system

Developments in accelerated consumption need increased to prove the effectiveness of actions, questioning of the modes of communication: marketing director function has not been any rest in recent months.

However, the horizon seems to clarify a little. Conducted 162 leaders marketing for businesses of all sizes, the latest barometer of Cegos on 2009 accomplishments and priorities for three years to come rather optimistic shows. While it has assigned to them last year very focused on the operational missions, with the need for quick results, the tone changes. "In 2009, asked to respond." Their power was centered in the short term. "For the next few years, they return to a more strategic logic and returned to the international vision of the land", notes Yvelise Lebon, Director of the marketing unit and commercial in the Cegos.

Manage social networks

Among the signs of this reasoning in the longer term: the positioning on the market and the development of a new strategy prominently in the concerns of marketing directors. More than one in four also provides a development of loyalty programs as well as customer relationship on the Internet.

Obviously, one of the topics of the moment goes to the proper use of the Web and manner of dealing with what he has said on the marks. In the heart of the questions: the right mode of employment for social networks and how to animate communities. According to a study by Bazaarvoice and The CMO Club, 64 of marketing managers are increasing this year the budget spent. They plan to follow more the impact of the initiatives taken in this field on the sales. Today, more than half of them consider themselves, for example, unable to evaluate the return on investment of the use of Twitter.

On the Internet as with other marketing tools, the question is always more nagging: that is what we measure And how will verify that the target is met The multiplication of measuring instruments is unfortunately not enough to respond.

Create with clients

The profession not be therefore not questions. "We are more in a single transmitter system." "It must demonstrate humility and closeness to the consumer", notes Nicolas Riou, founder of the society of studies Brain Value and author of "Marketing Anatomy" to the Editions of organization.

The new situation requires a change of perspective. The place to the coconception of goods or services with consumers attests. According to the barometer of Cegos, it is the second of the priorities for the coming years. And 90 of officials say rely on suggestions from the public to set their products or services, is the study of Bazaarvoice.

"The marketing directions know that they live a turning point." "But they are positive to the revision of the models," said Yvelise Lebon. As shown in the priority to innovation by the profession. "Return to the old recipes will not work." "A true molt is necessary," said Nicolas Riou.

He has yet to form to change not only the team but also the students. If the marketing fundamentals remained unchanged, the volatility of the desires of the consumer as to the economic context must generate new reflexes. That forced business schools and their teachers to evolve them also fast.