In One Sentence…
How do you define effective marketing?
In my opinion, effective marketing means a strong business impact, as a result of people changing behavior on the brand territory position. It should have a clear & direct correlation with the business goals and brand strategy. It’s not enough to create a collateral impact, or an impact unlinked with the brand pyramid. So, all these elements must be synchronized: a business goals driver, trackable & easy to correlate impact, brand territory alignment and peoples’ perception / behavior change.
What is the best advice you can offer to today’s marketers?
I would start with a question: do I like to be a marketer more than having a cool job? If the answer is yes, then you’ll dedicate your time—dedicated time means interest and passion, and in the end, passion drives effective marketing.
How does creativity drive effectiveness?
There are 2 important elements: the correlation between business challenges and peoples’ behavior with creativity, or simply said: creativity should be the bridge that perfectly links these 2 streets (business & people), not 100m on the left or right, because otherwise it’s just abstract art without impact. And second, creativity should be the outfit you can’t ignore, because two of the biggest challenges marketers have today is the noise of multiple messages & limited attention span. The noise of daily million messages people are surrounded by, and the limited attention span that social media developed in the last couple of years.
What is the biggest roadblock to marketing effectiveness?
I would say the lack of patience, materialized by short-term vision & short-term impact thinking.
What do you hope marketing looks like in the next five years?
More authentic and on point, more connected to peoples’ day-to-day lives, from challenges and stereotypes approached to brand voice—less picture perfect.
Razvan was a 2023 Effie Romania judge. See more In One Sentence features.
