One has to admit, that whilst uncomfortable reading, we cannot be that surprised.
Over recent years, and indeed decades, there has been something of a disconnect between traditional marketing functions and those presented by the digital arena, in turn, this has, in parts, led to a wider, and more alarming disconnect with businesses and their marketing departments.
Having worked as both a consultant and a Marketing manager, it has become an all to familiar site to come across companies and departments who cannot provide the basic objectives of their campaigns and strategies.
The marketing world has moved at such a pace, that in some parts this is somewhat expected, however, we must remember our role within businesses; there is a very good reason that marketing departments often sit within the overall remit of commercial teams.
We are here to drive profit, yes there are obvious exceptions, but driving numbers is what pays for our bums on seats.
We should be taking the lead. Traditional and Digital channels, especially social ones, may be hard to measure in terms of ROI, but there are ways to achieve this, but it comes down to the fundamentals; what are we trying to achieve?
If we always start with this nucleus; if we can start with a question or a purpose, then we can demonstrate to our CEO's, and anyone else for that matter, exactly where the ROI is generated and what we are working towards.
We wont always be setting the world alight, so expectations must be set, and granted, in a tough climate, this can be more difficult. However, failure to do so will result in that rod we are inserting down our own backs, becoming a stick with which to beat us, as indeed, we see here in this article.
It's time to revisit the basics and start asking "Why?".