How to Shoot Yourself in the Foot with Social Media

I am constantly bemused by how people can’t seem to get the ground rules of social media.  They really aren’t all that difficult.  At the most basic level, they come down to good manners and courtesy.  Unfortunately, these concepts seem to be more honored in the breach than in practice.  Yet ignoring them has a…

Will Mechanization Replace Marketers?

This question keeps coming up:  in blogs, in tweets, in LinkedIn discussions, in so-called academic papers. I guess the answer depends on what you think marketing is. If you define marketing as a series of tasks, if you think marketing is merely the accretion of likes, connects, and follows, if you believe marketing is a…

The Weight of the Organizational Pyramid

We all know how organization charts work.  At the top is the CEO.  Below him are the C Suite officers, usually the COO, the CFO, the CIO, the CMO or VP-Marketing (or, sometimes, the VP-Sales and Marketing).  Beneath them are their staffs.  And so it goes until we get to the lowest levels in the…

The Devolution of Marketing

It is impossible today not to have noticed the increasing number of specialties and sub-specialties that all claim to be the key to successful marketing. Some days it seems that it is a marketer’s primary responsibility to create a new twist or term on what marketing is.  In fact, the easiest way to be seen…

Everything Old is New Again: How Social Media Has Changed Marketing

In the past few years, the business world seems to have been increasingly inundated with new marketing specialties.  Now we have content marketing, engagement marketing, influencer marketing, customer-centric marketing, in-bound demand marketing, and on and on.  The list is seemingly endless.  In fact, just recently I was made aware that there are those in the…

Avoiding Marketing Malpractice

As marketers, our profession – and our professional obligation – is to help our companies and our clients attain increased market share and higher earnings.  We do this in a number of ways, some aiming for short-term results, some with a longer-term payback.  Some of our efforts show tangible results, some are harder to measure…

Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

CMO to CEO?

I recently started a LinkedIn discussion on whether a Chief Marketing Officer should be a leader first and a marketer second.  I was quite surprised by the diversity of opinion on the question; and I was even more surprised by the number of people who thought leadership was more important because the next logical step…

The Mission of Marketing

 Marketing has two distinct, if overlapping, missions.  Mission #1 is to drive immediate revenue and support sales. This is the function that most people think about when they think of marketing.  And this is the function that makes far too many people think that marketing and sales are the same thing.  They are not, of…

The Pick of the Litter and Market Success

When I was getting my dog, I asked for the puppy that was the most mischievous and got into the most trouble.  Everyone laughed.  But my thinking was that she’d be the smartest and healthiest of the bunch.  Certainly training her was, at best, an arduous experience.  In the end, however, I got an exceptionally…