Marketing, as a practice, is in danger. On Madison Avenue, big agencies are being usurped by business consultants. On the front lines of many org charts, the boundaries between sales and marketing are blurring. As marketers, we are expected to do more, using more technology, with less and less budget. Meanwhile, our channels fragment and as marketers we lose focus. The very technology trying to disrupt and simplify the practice of marketing makes our jobs that much more complicated. And we can’t do it all. [Read more…]
Archives for January 2016
How To Increase The Value of Marketing Within The Organization
As a corporate marketer or agency partner, you have heard the phrase “it’s marketing’s fault” repeated more than once. We joke about it, but this happens often when a program or campaign hasn’t met some arbitrary standard of performance set by someone who doesn’t understand marketing. [Read more…]
We’re Doing it Wrong: 3 Ways Marketers Are Abhorrently Wasteful
The time has come. Digital has taken center stage and the perception is that if it’s bits and bytes, it’s measurable. This means the spotlight is on marketing to prove how we spend our time and money. Are you feeling the pressure? Today I lay out three common marketing practices we should reevaluate to find greater efficiency and impact in our marketing efforts. [Read more…]