Editorial and marketing strategy specialists The Word Press has launched a free analysis service for executives of industrial, transport and mining companies.
The new service helps determine if a company marketing strategy and set-up is structured poorly, leading to poor allocation of capital in modern business-to-business (B2B) media environments.
With online marketing growing rapidly, the dynamics of advertising and business-to-business communications have changed very quickly, but companies haven’t altered their approach and personnel structure to make the most of it.
Director of The Word Press, Val Pavlovic, says the majority of business executives and managing directors believe that allocating money to marketing is a necessary, but unwanted, spend, and there is where the problem lies.
“This is an outdated belief because the mechanics of modern media streams mean you can conduct more productive activity with marketing budgets rather than see them soaked up by personnel costs and production costs – whether outsourced or in-house,” Pavlovic said.
“We see clearly how online channels in particular, have forced a paradigm shift in the way marketing strategies should be approached, but it is not easy to see this from inside the fishbowl — basically we have turned what was a 2D approach into one that is now in full 3D."
“The uptake of our free analysis has been rapid and quite interesting, with many that have undertaken the confidential discussions realising that an in-house marketing department may no longer be required – particularly if the GFC decimated its marketing set-up.
“They are often surprised to learn that high agency fees, in almost all cases, are no longer required, and that production of advertising material should not suck budgets dry.
“Instead, revenues should be freed up to actually book advertising space with powerful B2B media and print actual point of sale items and direct marketing material.
“The news for all parties is good. Our general global shake-up has been making executives and business owners think carefully about setting up properly in the first place - to make marketing activity a profit generator rather than a loss-maker.
“This is the role of modern marketing; where a modest spend is kept tight so as to allow the majority of marketing budgets to be used for actual advertising rather than preparation of advertising.
“We are experienced operators with many years of B2B publishing experience and we are only too happy to call in, on a no-obligation basis, to evaluate how your business marketing can setup from the ground up with minimum personnel, modest cost and maximum returns."
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