Here is the presentation I made to the Brand in Banking and Finance conference today (MEA region), showing how marketing expenditure (in this case, specifically in financial services corporates) can be quantified across brand equity, customer equity and contribution.
Besides placing Marketing in the position of being able to quantify returns on its investments to their respective governance committees, it also places Marketing in the position of being able to actively optimise its productivity (efficiency and effectiveness), thereby further increasing its credibility with the respective CFOs, CEOs or even Chairpersons.
In today's environment of rapidly shrinking interest margins, potential credit growth constraints and therefore revenue growth constraints expected to be the result of the emerging global bank reforms (such as in the Vickers report), it is going to become more important for marketing to actively demonstrate that it is adding value, that is, if it wants to be less susceptible to budget cuts in what is probably not merely a recession, but rather what is most likely to be the 'new normal'!
Here is the presentation in Slideshare on LinkedIn
Let us help your Marketing Department prove its value to your organisation!
the Global Banking Board team
Marketing Quantification Experts
Besides placing Marketing in the position of being able to quantify returns on its investments to their respective governance committees, it also places Marketing in the position of being able to actively optimise its productivity (efficiency and effectiveness), thereby further increasing its credibility with the respective CFOs, CEOs or even Chairpersons.
In today's environment of rapidly shrinking interest margins, potential credit growth constraints and therefore revenue growth constraints expected to be the result of the emerging global bank reforms (such as in the Vickers report), it is going to become more important for marketing to actively demonstrate that it is adding value, that is, if it wants to be less susceptible to budget cuts in what is probably not merely a recession, but rather what is most likely to be the 'new normal'!
Here is the presentation in Slideshare on LinkedIn
Let us help your Marketing Department prove its value to your organisation!
the Global Banking Board team
Marketing Quantification Experts
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