Comments on: My Influence Is Growing (Like Pinocchio's Nose) http://snarketing2dot0.com/2009/09/02/my-influence-is-growing-like-pinocchios-nose/ A (Mostly) Humorous Look at Marketing in the Age of Social Media Fri, 18 May 2012 13:35:45 +0000 hourly 1 http://wordpress.com/ By: Brent Dixon http://snarketing2dot0.com/2009/09/02/my-influence-is-growing-like-pinocchios-nose/#comment-25 Wed, 09 Sep 2009 04:19:19 +0000 http://marketingteaparty.wordpress.com/?p=28#comment-25 First: Good lord. Of course if you ask a group of people – who are also struggling through a rough economy – “are you relevant?!” they’re going to scream “yes! yes we are! feed us!”

Second: Do you think a worse economy can be good for creative shops because they require less commitment than in-house marketing teams?

Third: The conclusion could be actionable if it meant a change in how businesses are operating. If marketing (say!) and operations (do!) were starting to bleed together a little more. There may be lessons to learn.

]]> By: Ron Shevlin http://snarketing2dot0.com/2009/09/02/my-influence-is-growing-like-pinocchios-nose/#comment-24 Fri, 04 Sep 2009 18:05:47 +0000 http://marketingteaparty.wordpress.com/?p=28#comment-24 @David: What I would have liked to hear is…why did the researcher think this was research-worthy in the first place? Who the hell cares is marketers (in general) are more influential? Is this research actionable? Not from what’s been reported, at least.

]]> By: David Gerbino http://snarketing2dot0.com/2009/09/02/my-influence-is-growing-like-pinocchios-nose/#comment-23 Thu, 03 Sep 2009 00:21:23 +0000 http://marketingteaparty.wordpress.com/?p=28#comment-23 I love this kind of research Ron. The Creative Group made their assumptions based on 250 telephone interviews — 125 with advertising executives randomly selected from the nation’s 2,000 largest advertising agencies and 125 with senior marketing executives randomly selected from the nation’s 2,000 largest companies.

Ok, if I am in the advertising agency industry, of course I am making an influence and I am going to tell everybody I am. Pick a random ad agency website and they will tell you how great they are. They will tell you about the 200% list in response of their work versus a control. So what. Did it make money? The better agencies are addressing that (fair and balanced).

If I am a CMO, of course I am going to say I have greater influence. I am a superstar. The last statistic I have is CMO’s average life span is less than 2 years. Data from this link (6/21/2006) – http://www.mpdailyfix.com/2006/06/good_readin_article_on_ceo_lif.html

I agree with you. I would have liked to hear from the CEO/CFO/COO of companies that spend money on marketing. For starters I would have liked to see this data stratified by size and industry.

@dmgerbino

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