Davis ThinkingThe ninth tenet of the Marketers' Constitution states that marketing must be unencumbered by inappropriate legislation or regulation. This is a topic that does not grab marketers' attention until adverse legislation is proposed. Delivering marketing's societal benefits depends upon a business environment that is supportive of our industry and its essential work in building brands and growing businesses. A key tenet of the ANA Marketers' Constitution is assuring that the marketing environment is free of undue restrictions and burdens.
The one constant in the marketing industry is that it is ever-changing. Over time marketing has faced countless challenges, be it from disruptive new technologies, consumer empowerment or ongoing advertiser trust issues. As a result, the marketing community continuously adapts to achieve its goal to successfully connect with consumers. The following 10 examples show the marketing industry's strength in turning challenges into opportunities for growth.
The eighth tenet of the Marketers' Constitution states that marketing must be indisputably socially responsible. The foundation of all marketing is consumer trust. Consumers must truly believe that the companies they choose to do business with respect their personal values and are sensitive to larger societal issues. As an industry, it is necessary to continue committing resources to socially responsible endeavors like the ANA Alliance for Family Entertainment, the Children's Food and Beverage Initiative, the Ad Council, the Partnership for a Drug-Free America and the industry-wide marketing principles to advance privacy in ad-supported interactive media.
The third tenet of the Marketers' Constitution states, "Marketing must become more effective -- more creative, insightful and accountable." Marketing as a whole encompasses a wide range of activities geared to address and inform the consumer and provide a return on that marketing investment. However, business leaders are challenged to measure the impact of their marketing strategies. A successful plan involves the implementation of three pillars which serve as the basis for marketing effectiveness: Smart consumer insights, Great creative, and Accountability.
The second tenet of the Marketers' Constitution states, "Marketing must build real, enduring, tangible brand value." A marketing environment in which brands are launched, built, tracked and precisely valued will allow businesses, across the marketing ecosystem, to make strategic decisions about how best to build and protect their brand.
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