Marketing gets a bad rap. It’s typically seen as a cost-center, taking more than it contributes to the business. But why? The department single-handedly develops and implements campaigns, and promotes the brand and its vision to partners and prospects — and there is value in that.
Part of the reason may be that marketers are still pushing the 4 Ps (product, price, place and promotion) — a concept developed in the 1950s. But thinking of marketing as a cost-center is as outdated as the 4 Ps themselves. Today’s modern marketer is empowered by technologies that help track, analyze and target specific audiences and verticals on a global scale. Strategies and processes have, as a result, matured as well.
