August 12, 2010

Stop Calling It Marketing

A couple of days ago I posed the question – who needs marketing?

If you own a business, you have a lot of expenses involved and you can’t always afford to do it all.

Marketing often suffers because priorities are given to other expenses deemed more necessary.

How Will They Find You?

I received an email yesterday from an colleague who asked if I had any data on the success rate of a campaign that was executed exclusively online verses one that had a traditional media component as well.

Anytime you can access a wide range of options you stand a better chance of success. But if you point your camera at the wrong audience, the amount of time, effort and money you allocate to a initiative is mute.

No time. Tight Budget.

The first line of defense is often "we don't have much money". It's usually followed closely with, "I'm too busy". So everyone is broke and has no time. Cool, now what?

Billions are wasted every year on misguided crap on the wrong medium. Advertising is only a portion of marketing. I was watching TV last night and every single spot was terrible. Well, maybe that one spot was okay, nah, it sucked too.

Focus on The Idea, Not The Dollar.

The explosion of social media and the fact that only a small fraction of companies have yet to embrace its true potential make it a perfect time to get in.

Dive in the deep end and have a look around. Experiment, have fun, ask a lot of questions and shelve your preconceived notions. Make the time.

Just for a moment, stop looking at your budget and time constraints. Think long and hard on how you interact with people in and out of your organization. Ask what they want, not what you think.

And let's stop calling it marketing and call it life.

Think it'll work?

strategy. marketing. media.

Bookmark and Share

image credit: tripcart
© Kneale Mann people + priority = profit
leadership development business culture talent development human capital