Next year I'd like Marketing to be given its true place by the companies and business leaders here in Belfast, Northern Ireland. I'd like them to understand how important Marketing is to the way they create and manage their businesses and that it isn't just that 'advertisingy bit' that you add on at the end when the production and accountancy are already done.

I'd love them to understand that Marketing is about finding out what they should be doing, or making, or delivering - and to whom, where and for how much - before they do or make or advertise or sell anything else.

I want brands to stop trying to bully people into buying their products and services, shouting at them endlessly in the street and in their living rooms in the hope that all of those good people will simply stop whatever they are otherwise doing and meekly obey, like we're stupid.

Wouldn't it be nice if the company owners understood that all they have to do is identify who their customers are most likely to be and then, instead of shouting, started talking and listening to those customers, having a real 2-way conversation that would lead to producing the right stuff for the right customers in the right way.

It would be so good if all organisations understood that building relationships through conversation and dialogue was so much more fun and exciting and positive and profitable than just selling and shouting and hoping.

Then they would know what their brand actually stood for. Then they would understand why they need a digital CRM to help manage their businesses. Then they would realise the jobs that the various media channels do, whether it's online, offline, broadcast, social or whatever. Then they would understand what I try to talk to them about.

Now Santa, if you could bring me some of that for next year then I'd be really happy because I'd have lots of work to do; work that means something, makes a difference and makes me feel useful.

And it would mean that all those years doing Marketing exams weren't wasted after all...!

Happy Christmas everybody.

Russ

http://www.see-rm.com