Congress validates executive fears that spending money on marketing qualifies as “Idiotic Abuse”

And you thought your marketing department had an image problem!

Too often, businesses view marketing as a cost center and an easy target for financial cuts.  A “nice to have” capability rather than the critical business function that it truly is.  When the financial situation at an organization gets tight, most marketers are forced to justify their existence by clearly demonstrating the value they deliver.  And many of us are successfully arguing that in a downturn, continuing to market effectively can both help you weather the economic turmoil and leave you ahead of the game when things improve.

And then congress attacks Northern Trust Company for continuing its marketing!  Northern Trust, for its part, seems to get it.  The decision to continue to work to keep clients happy and attempt to attract new business was clearly evaluated and the bank is unrepentant.

And kudos to the marketing staff over there for building that kind of support from executive management.  It’s a goal for all of us to strive for.

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Ben Dillon

About Ben Dillon

Ben’s a big picture type of guy. He loves sharing new ideas in digital marketing, keeping a watchful eye on healthcare industry trends and seeing how it all intersects. A sought-after speaker, writer, blogger and current SHSMD board member, Ben’s an influential voice in healthcare marketing, helping organizations across the country embrace online strategies to engage health consumers. Combine his industry savvy with his background in software development and you can see why he’s also an important member of Geonetric’s software team, ensuring our content management system stays a step ahead of market needs. Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan. When he’s not traveling and evangelizing, Ben enjoys cooking with his family and playing the Big House with the University of Michigan Alumni marching band.

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