Expertise is Secondary

Expertise is Secondary Have you noticed that the job boards and LinkedIn discussion groups are filled with openings for marketing people?  Some of the job descriptions are impressive, demanding the ability to be proficient in a number of areas, including specialties such as social media, SEO, CRM, content management, and on and on, in addition…

Social Media Marketing and the Art of Playing Pool

Social Media Marketing and the Art of Playing Pool When you play pool, the balls occasionally align so that you have a clean shot from the cue ball to your target ball, right into a pocket. Unfortunately, these shots are all too rare. More typically, you have to figure the angles, the best way to…

A New Marketing Metaphor?

A New Marketing Metaphor? The marketplace has always been a complex and subtle combination of needs, wants, financial constraints, and economic imperatives.  In the last decade or so, that complexity has been amplified by an accelerating rate of technological change, radically new social mechanisms, and, in the last few years, a dismal economy. In marketing,…

The Bureaucratization of Marketing

The Bureaucratization of Marketing  It’s getting ridiculous.  Everyone wants to be a chief. First we had Chief Executive Officers and Chief Financial Officers.  Then we got Chief Information Officers.  Now we have Chief Marketing Officers. But clearly that is not enough.  Now I hear calls for Chief Customer Engagement Officers.  I’ve even seen a discussion…

Connect, Like, Follow?

Connect, Like, Follow? So you’re connecting like a madman on LinkedIn.  Your Facebook likes are growing by leaps and bounds.  It’s hard to keep up with the number of people following you on Twitter.  You’ve got Pinterest and Google+ aced. You’re a social media pro. So what? No matter where you look, there are articles,…

4 Common Barriers to Marketing Success

4 Common Barriers to Marketing Success Successful companies generally become successful by finding their own unique way of approaching the marketplace, interacting with and satisfying customers, and providing goods and services that fill a need. They become successful by breaking the rules, not by following them. Then their methods become fodder for pundits and academics…

How Marketing is Pursuing Tunnel Vision

How Marketing is Pursuing Tunnel Vision Marketing, almost by definition, follows trends.  Marketers must know how people’s interests change, how forms of communication are evolving, how products and services fit into an economic landscape that is continually rearranging itself.  Not to do so is to become irrelevant. But there is a profound difference between following…

Are We Asking the Right Questions?

Are We Asking the Right Questions? For all the discussions, Webinars, articles, and blogs on social media, we always seem to come back to traditional marketing questions. ♦        How can we engage our followers and visitors? ♦        How can we increase our conversion rates, i.e. turn visitors and followers…

A Beginner’s Guide to Marketing Jargon

A Beginner’s Guide to Marketing Jargon Every field develops its own arcane language.  This usually starts as a shorthand to make it easier for those in the field to communicate economically and efficiently.  Inevitably, however, the shorthand acquires a life of its own.  It becomes a way to separate the “professionals” from the “non-professionals,” those…

I Have All the Aggravation I Need

I Have All the Aggravation I Need I have a very simple philosophy:  I have all the aggravation I need making money;  I will not be aggravated spending it. I mention this to clients on a regular basis.  They all laugh.  And they all assume that it doesn’t apply to them. For all that we…