Marketing Dollars Migrate To Strange New Places

I like Tom Asacker’s writing so much I asked him to be part of the team here. But even that’s not enough Tom Asacker. For more we turn to a comment string on Brand Autopsy.

…there are many companies in the CPG industry who are indeed dabbling in the social media space, as well as investing heavily in R&D to innovate for their customers. However, traditional advertising drives the lion’s share of their business. To suggest they focus that investment elsewhere, without specifying where and what results to expect, doesn’t really advance the marketing dialogue, IMHO.

This was a repsonse to Brand Autopsy’s John Moore, who wrote:

I believe advertising in the sense of blasting commercial messages at consumers is dead. I believe more in spending marketing dollars to make the product/service better, not to make the advertising “better.”

My interest in picking this up here is to see where we can take it. Spending marketing dollars on non-marketing activities sounds kind of radical and I usually like radical, but perhaps not this time. Then again, if you were in the CMO seat and had the ability to help a sister in R&D out with some of your allocated marketing funds, why wouldn’t you?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.