That Time of Year: Making Marketing Predictions
Go ahead: Google <“marketing predictions” 2008> and you will get 17,200 results. Then go back and Google <“marketing predictions” 2009> and you will get only 10,200 results.
In other words, just 5 days before the start of 2009, marketers are becoming significantly more cautious about guessing.
Personally, I think this is good news. Us marketers tend to be very opinionated (who? me?) and historically have relied on gut feel and aesthetic preferences to make decisions. But no longer.
In these uncertain economic times, marketers can no longer afford the luxury of guessing. We need to become more data-driven and hard-nosed about the work we do and the marketing plans we propose. How else can we gain the respect of the C-suite? And, most importantly, how else can we make decisions that measurably improve our employers’ and our clients’ Financials?
