Marketing growing pains.

Once again we are at the end of another year and it's time to evaluate our marketing efforts and apply lessons learned for the upcoming year. Let me take a quick inventory and share what I have seen this past year ...

1. The work place is moving at a much more rapid pace than ever before, creating an environment where there is less time to complete tasks effectively.

2. Competition from nontraditional banking organizations is more aggressive, eating away at critical market share.

3. Marketers are expected to do more responsibilities with fewer resources.

4. Strategic marketing versus reactionary marketing is getting more recognition from marketing professionals as well as senior management.

5. Return on marketing investment (ROMI) is a hot topic--not likely to go away or diminish in the near future.

6. Subodinates expect more professional stares and/or development and are less loyal.

7. Marketing is much more dynamic than ever before, becoming a blend of art (vision and creativity) and science (analytics).

In the years that I have been watching the bank marketing profession, I have seen an evolution that has not gone without its growing pains. Yet this growth is needed in order to help banks compete and succeed.

I hope that ABA Marketing Network has helped you become a more effective marketer, providing you with the knowledge, contacts and ideas you need to help you succeed.

On behalf of the ABA Marketing Network's council and staff, we want to wish you the warmest of holiday greetings. May your holiday celebrations be filled with a joyous time of fellowship with family and friends.

Warmest Regards,

Brenda Marlin, CFMP, Associate Director, ABA Marketing Network