Marketing New Years Resolutions

Jack Morton's 360 degree newsletter had an interesting article here. A summary of the must do items for marketers in 2005 is listed below:

• Marketers will look at and do campaigns that cut out the media middle man in their relationships with consumers
• Marketers and agencies will have a more positive problem solving mindset - problems are opportunities
• Marketers will focus on results and ignore the fluff
• Marketers will experiment and innovate, having obtained management buy-in to go 'off the farm'

From a PR perspective it means that media relations is likely to be less important, but campaigns and stunts that hit key influencers are of increased value. PR agencies that have expertise in 'underground marketing' techniques and client trust are likely to suceed.