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Alex Makin

Workshop: Brand, Reputation and Risk: Managing Marketing Governance in Partnership with the Governance Institute of Australia

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News No Comments

We are pleased to announce our workshop: Brand, Reputation and Risk: Managing Marketing Governance in partnership with the Governance Institute of Australia.

Marketing governance reinforces good governance by ensuring your marketing performs a strategic role, fulfilling its purpose of delivering value to your organisation and your customers. This workshop will utilise the Syneka Marketing Governance Framework to align marketing with good governance.

Topics include:

  • The role of governance within a marketing context
  • Assessing risk within marketing activities
  • Determining appropriate roles and responsibilities within marketing
  • Suitably allocating budgets and resources to marketing activities
  • Evaluating marketing performance across activity chains.

Attendees will learn how to apply the marketing governance framework within their organisation. Outcomes include the ability to evaluate marketing performance against organisational direction and the touchpoints required for their target stakeholders.

Register online through www.governanceinstitute.com.au/education-training/calendar-of-events/eventdetails/E00693/brand-and-reputation-marketing-governance

Revisiting the Sounds of Silence

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Our six-month experiment where we were absence from content led to very interesting and positive feedback. Several as comments focused on how ‘brave’ we were in taking this risk.

“And the vision that was planted in my brain still remains within the sound of silence”

We undertook this experiment because we knew the result. We know what generates a return from our marketing activities based on our strategic direction and impact on client decision making.  Optimising marketing and understanding marketing metrics is not brave; it is common business sense as reflected through good marketing governance.

The Sounds of Silence: What marketing activities matter?

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities 7 Comments

Since the start of 2017, we conducted an experiment: What would be the impact of a six-month absence from our social media, blog and eNewsletter?

Why did we do this? Content is the current marketing fad, with copious amounts of text, images and video produced in the vain attempt to be noticed. We thought it would be useful to undertake a live example to demonstrate our pursuit of marketing metrics that matter.

‘Hello darkness, my old friend, I’ve come to talk with you again.’

Content (and social media) more broadly is often an example of where marketers are often shouting into the darkness, creating activities to look busy, but with tenuous pathways towards tangible outcomes.

‘People talking without speaking, People hearing without listening’

Instead, content like any marketing tactic needs to be considered as part of a chain of activities:

  • The Input: ‘how much content have we published’
  • The Output: ‘Who has read/seen/viewed this content’ and are they aligned to our target market?
  • The Outcome: ‘Has this content led us closer to a purchase decision?’

Very rarely does one marketing tactic alone lead to a purchase decision. Furthermore, the user could be distinct to the purchaser or influencer, requiring the ability to engage and motivate multiple stakeholders.

Content that does not reach its audience, or is not part of the decision-making process, will not lead to a purchase intent.

Is your content aligned to the decision-making processes of your target stakeholders?

Does content have a role in marketing? It does, if there is an understanding of where it supports the journey from acquisition to commitment and through to retention. Treat social media with similar caution; it is extremely easy to spend resources on social or content and not generate a suitable return.

‘And the sign said, “The words of the prophets are written on the subway walls and tenement hall” and whispered in the sounds of silence

What impact have we had from a six-month absence from content? Nil, in terms of project commitment and deployment.

What role does content serve for us? Our marketing metrics highlight (and this experiment now verifies) that content is part of our broader stakeholder engagement. Our role for content is public relations through supporting our position on Marketing Governance.

Always understand your market before executing marketing tactics. How do you use content and what gaps exist? Complete our short two-minute questionnaire to find out.

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The Syneka Marketing Governance Framework

Welcome to 2017

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Welcome to the start of 2017 and the year ahead!

As always, the year promises to provide exciting opportunities as we pursue our mission of redefining marketing. Our priorities include furthering industry and sector engagement to highlight the role of marketing in securing sustainable growth. We are also continuing our partnership program, supporting agencies through our strategic expertise, by ensuring that their tactics deliver measurable and tangible marketing outcomes.

We are keen to work with Government to advance the language applied to startups. Innovation is not enough, instead, we need to discuss how marketing supports the ability to successfully commercialise ideas.

We are looking forward to how these initiatives and others unfold over the course of this year.  Welcome to 2017!

2016: the year in review

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News No Comments

We are heading into the final weeks of 2016 and the end of another busy year for us at Syneka Marketing.  At this start of year, we affirmed our commitment to redefining marketing, through the introduction of the Syneka Marketing Governance Framework. Since this time our Framework has been adopted across several key industries and associations, where we have instilled the rigour of good governance into marketing.

We would like to thank you for your ongoing interest in our work at Syneka Marketing and for being valued clients and supporters. We look forward to working further with you in 2017.

We wish you the very best for the year ahead.

Strategy Before Tactics – the very foundation of marketing

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations No Comments

Over the course of this trimester, I have been undertaking a sessional lecturing role at Kaplan Business School, teaching Marketing Principles to undergraduates and the Value Chain to postgraduate MBA students. Lecturing provides a great way of ensuring relevancy and best practice, by the blending theory with practical applications.

Marketing Principles is an introductory marketing subject and serves as the gateway into further studies within the discipline. Marketing theory has not changed substantially since its initial inception, although the discipline continues to evolve through research and new insights.

One of the fundamental principles taught to students is strategy is before tactics. Strategy ensures that the right tactics are executed in a timely manner while taking into account the available resource requirements and strategic direction.

2015-08-11-a-marketing-plan-informs-your-strategy

Unfortunately, misinformation is rife in regard to marketing, resulting in many non-accredited marketers promoting tactics without the research and insights that are required to achieve positive outcomes.

This is prevalent in areas like branding, where the focus becomes visual and style at the exclusion of the research required to map stakeholders, their decision-making journey, anticipated touchpoints and desired outcomes.

A brand ultimately needs to connect with not only customers but the entire value chain, including employees, directors, suppliers and channel partners. This is particularly important when partners may be supporting joint initiatives, that require each partner to convey mutually supportive value.

Unfortunately, there are many instances where a new brand is commissioned without undertaking these strategic stages. Similarly, many digital activities are undertaken without recognising the need for research and insights that guide the experiences required to create desired outcomes.

The execution of tactics is not marketing. Conducting valid research and determining suitable strategic insights is what marketing is actually about.

First year students are taught and assessed on this basis, and yet there are many instances of reputational and financial risks caused by people within business and organisations when they decide to execute tactics without valid strategies.