Marketers should do more to promote their activities

Marketing professionals should do more to ensure that their efforts are recognised in company reports and annual board meetings, it has been claimed.
According to a new guide from the Institute of Practitioners in Marketing (IPA), while most companies state the importance of their brand image, top firms often fail to provide enough information into why their brands are as successful as they are.

The IPA believes that this gap in brand promotion analysis is a good thing for marketers, who can promote the work they do in making a company recognisable to its target audience through brand promotion.

Director general of the IPA Hamish Pringle said: "We hope that this global perspective will provide new insights, hints and tips for all preparers of annual reports, who seek to offer better quality in their communication with stakeholders and convey the full intangible value of their brands."

Meanwhile, a recent report by Knexus Digital found that 89 per cent of major brands are set to use mobile marketing in the coming year.
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