Among online marketing blogs/forums, I see two common threads of discussion: 1) Endless touting of the latest technique (blogs, video, podcast, WOM, social networking, you name it): why it's so great; why you just have to do it. In fact, why aren't you doing it (whatever it is) yet? And...
2) Endless moaning of the lack of respect marketers get. Why don't we have seats at the table (wherever that is) yet?
Folks, the two things are directly related. As long we rabidly promote techniques simply because they are new, we earn the disrespect we attract.
Despite the rhetoric used to excuse fad-chasing, marketers are NOT obligated to keep current. They are obligated to be effective. Being effective means building a business rationale -- based on reason, rooted in the client's specific circumstances -- on a case by case basis. That means doing the hard work of real thinking.
Just yesterday, I was on the phone with representatives of a successful publisher that promotes live audio conferences. Time and again, people keep telling them that they're behind the curve: why aren't they doing webinars like everyone else? Simple: Because everyone in their target market of midsized companies has a speaker phone; few of them have video projection facilities that work. Old-fashioned? Maybe. But they're carrying a heck of a lot of old-fashioned dollars to the bank.
Let's build credibility instead of buzz. Instead of insisting that "X" tactic is for everyone, let's clarify real pros and cons -- who it works for and for whom it does not. Let's demonstrate our ability to exercise reason by applying a given tactic within a strategy in which it makes sense.
Then we might just get some respect.
Continue reading "New and Improved! Latest, Greatest Way for Marketer to Shoot Himself in Foot!" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Content:
- The 4Es of Video: How to Align Your Marketing Content Strategy With Buyer Expectations
- The State of Video Marketing in 2021 [Infographic]
- 12 Key Digital Content Distribution Channels [Infographic]
- How to Make Your Brand's Storytelling More Compelling
- How to Create a Corporate Video Brief: Use This Easy Template