By: Harry Trisos


Should we have appointed Bob Liodice, the CEO of the American Association of National Advertisers, to set the paper, he would probably have based his questions on his blog forecast at the start of 2007.

A simple yes or no reply will soon show you where you fall on the scale of things related to mobile and marketing.

1. Have you acknowledged that the consumer is in control?
   
2. Is your brand being built on a truly interactive dialogue with consumers, recognising that they have the power to control how, when and where they interact with you?
   
3. Have you taken steps to ensure that the efforts of your agency are tied to client brand performance?
   
4. Has your agency delivered some big, game changing ideas this year?
   
5. Has your marketing tapped into social networking, word-of-mouth or local event?
   
6. Have you used the Internet, mobile and other new media forms to reach and engage reluctant consumers?
   
7. Have you become involved in, or embraced the role of advancing national priorities such as diversity, education and health?
   
8. Has your marketing department been overhauled in favour of enhancing creativity, strategic alignment and brand stewardship?
   
9. Have you insisted that research become more aligned with critical brand accountability goals?
   
10. Have you blown up the back room?
    
11. Have you set in motion a process of continuous marketing reinvention?

The issue is whether or not one requires a 100% pass mark for this exam. If you indeed do have full marks, then well done. You have grasped the nettle and turned problems in opportunities.

If you have not performed convincingly during this year, then best not show your report card to anyone and resolve to work smarter in 2008.

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[14 Nov 2007 09:39]

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