Thank you for the comment and congratulations on working towards your PhD. I have considered that as well, but have not yet taken the leap.

While I don’t recall using SEO in one of my posts – it is possible though – it is most often used to refer to Search Engine Optimization.

Your second question is very interesting. While I did not see that particular CMO council study, I would agree that the average lifespan of C-level executives, in general, has declined steadily. Clearly there needs to be a balancing act performed between one’s self-interest (short-term wins that enable you to keep your job) and doing what is in the best long-term interests of the organization.

It would not be hard to make the argument that, in today’s climate, one has to bank enough show short term successes in order to create enough goodwill to make decisions that may not pay off for months or years.

I also agree that marketing investments are rarely expressly tied to profits or shareholder value. While marketing is since as an enormous cost center, I would argue that many executives do not fully appreciate the role that the marketing organization plays. Like any department, marketing expenses should be monitored particularly in a recession. However, organizations that continue to make investments in their products, business development, brand, etc tend to reap those rewards following an economic downturn. And each of those investments, depending on your market, does not pay off immediately.

Ultimately, I believe that a marketer must demonstrate short term value (for job security), but also must help lead the organization in setting the strategic (long term) priorities. It is much too easy to solely focus on what needs to be done this month or this quarter, it is much more difficult to make the decisions that will enable the organizations to be successful 2 – 5 years from now. The challenge is to be able to do both.

Thank you very much for your questions and good luck with your studies.

Therefore, in the marketers perspective, dont you think that a short term gain is more critical than a long term one? I would be writing on this on my blog in a little while…(just gathering info now)

I have a couple of questions about your blog:

1) Is it OK with you if I spread some link love and link to your blog? I think my visitors would like your blog.

2) I noticed on your blog that you link to other blogs… do you think its possible for you to link to my blog myairshoes.com?

Please let me know what you think. Thanks for your time.

Arleen

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Making Money $150 An Hour