Marketing goals
You know what are the marketing goals? Keep increasing the sales. That’s it. Just one. Not increase TOM awareness. Not increase trial. Only sales counts. And bigger sales from one period to the next one
Once, a big manager told me and my team: “You are as good as the results for the last trimester”. So you just need keep pushing sales more and more and report to the stock holders yearly increases, otherwise they will be unhappy and change him as manager. But if the figures keep rising, as marketing goals, then, he will be bonused.
This eager trigger this crisis. We need money, no matter what. This is the humans way of life.
Also, in terms of marketing goals, this eager destroy the brand. because you just need to extend horizontal and vertical the market. So you need to extend to all market targets, to increase the messages, to be as appealing as possible to everybody (as also Seth said). So the brands are not what they used to be. Now they tend to address everybody…
Marketing goals have been corupted by eagerness in the whole world. Check the banking marketing
