Jumping right into the tactics is fun. Creating a cool promotion or coming up with an out-of-the box campaign that will get people’s attention is one of the enjoyable parts of marketing.
Making sure your campaigns and all of your tactical marketing work is rooted in a sound business strategy is harder.
Everybody loves the fun stuff. Do the hard work to make sure your marketing initiatives are moving your business forward.
I see a lot of motivational memes, videos, etc. floating around the Internet. Many with a similar theme, “Don’t ever give up”, “Work harder”, “Put in the extra effort”, “Chase your dreams and keep going until you get them.” While many of these are good messages, I think there is also a danger in this thread of constantly pushing. Hard charging forward 24/7 can be exhausting. Moreover, if you don’t have the energy to “Go for it!” these messages can be demoralizing.
I had an opportunity to be part of a panel discussion on Marketing for Manufactures put on by the American Marketing Association and California Manufacturing Technology Consulting (CMTC) at Brandman University this past week. Great event and terrific questions from the audience. Loved it.
It is nice to have people agree with you, it really is. Everyone on the same page, in full agreement, it just feels good.
Be cautious of that bubble.
I will be on a panel discussion on Marketing for Manufacturing put on by the American Marketing Association and California Manufacturing Technology Consulting.
This topic is a bit more esoteric, but I think worthy of discussion. In our careers, we encounter various requests from customers, business partners, and corporate colleagues - all asking of us something.
When many corporations think of market research, they imagine expensive and elaborate studies. Large swaths of data, focus groups with one-way mirrors, telephone call centers with scripts, and a lot of time and expense. While all of the tools mentioned above are valid ways of conducting quantitative and qualitative research, market research does not need to be that complicated. Sometimes a lighter approach can be less daunting and yield good results that can still help guide a company.
Of the all disciplines in business, marketing is one if the few that touches almost every department in an organization. As a marketer, you need to have an understanding of every element that comes in contact with the customer experience.