The team preparing the Marketing Festiva conference filmed a sequel to the marketing documentary and released it last week under the title Making a Marketer 2: A Marketing Festival Documentary. Following Tuesday's cinema premiere, the documentary can be viewed on the youtubes channel of the Marketing Festival from Thursday 24 October. The documentary features speeches from figures in marketing theory and practice such as Professor Byron Sharp, Mark Ritson, Jes Scholz, Zoe Scaman, John James, Tom Roach and Tchiba's Marketing Director Steffen Saemann.
"I know it's strange, but marketing has a marketing problem," says marketing consultant John James, among others, at the end of the documentary. In his opinion, marketers don't really "understand the game" they are in and therefore their decisions are not strong. It starts with their failure to define what marketing is all about.
Also in the paper, Professor Byron Sharp notes that senior strategic decisions should be made by true marketing experts, but he says this doesn't happen very often.
"We're creating filler, and it's not always something that's interesting," Zoe Scaman says, adding that we can't just completely "hang on to the data" to show us the direction to take. It leads to genericness and mediocrity. It's better to observe the developments around us, believe in ourselves and get clients to believe in us, she adds.
Mark Ritson gets a lot of space in the documentary, commenting on some of the conclusions reached by the Ehrenberg-Bass Institute, represented by Byron Sharp, among others. Ritson exchanged views with him years ago on the theses of Sharp's How Brands Are Built. Ritson also presents his view on the future of targeting. "The era of very complexly constructed segments may be coming to an end. The segments we will use over the next 25 years will be more prosaic and pragmatic. For example, customers who haven't bought our product in the past two years," he says.
The lessons that the work of How Brands Are Built brings out are supported in the document by Tchiba marketing director Steffen Saemann. He explains that Tchibo teamed up with Jenni Romaniuk, co-author of the second part of the publication, and practiced the findings on its Jihlavanka brand. "It confirmed that what we read in the publication was relevant to the local brand," he says.
Other topics discussed in the document:
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- How smaller brands should approach marketing.
- How much to fixate on ROI in relation to longer-term brand building.
- What impact AI will bring to the marketing industry.
- How brand and product interact and whether one is more important than the other.
Video: Marketing Festival
The hour and a half long documentary was prepared by Jan Kostera, Adam Francouz and Jindřich Fáborský. The documentary also serves as an invitation to next year's Marketing Festival, which will take place on 30 April 2025 in Brno. Confirmed participants include Mark Ritson, Zoe Scaman, Tom Roach, Jes Scholz and Oliver Feldwick.
The documentary Making a Marketer 2 is a valuable look at marketing theory and reality today. It follows on from the first episode Making a Marketer, which was produced five years ago.
Source: mediaguru.cz
