The skills of great marketers are many, but are primarily rooted in an understanding of consumer or human behavior and all of its complexities. Marketing is a challenging field of endeavor because, while there are certain principles and tenets of practice that are widely accepted, there are also many exceptions that challenge the rules. I’ve been a marketer, I’ve worked with marketers, I’ve hired marketers–both as staff people and as external consultants or vendors. I’ve worked with both effective and not so effective marketers. What does it take to join the ranks of the effective marketers? In my opinion, those who will be most effective in marketing-related positions are those who: (more…)
Archive for the ‘Marketing’ Category
I was interviewed recently by a reporter with Inc. Magazine about the prevalence and value of outsourcing the Chief Marketing Officer (CMO) role. It’s a topic that I definitely have an opinion about–one that may seem to be at cross-purposes with my own self interests. As a marketing communication consultant I’ve actually served in the role of an “outsourced CMO” on a couple of occasions. In one instance, the client was looking for not only my assistance with current marketing efforts, but my recommendations for how they should proceed in the future — should they continue to outsource this function, or should they hire someone to handle their marketing efforts on staff?
Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to “capture eyeballs.” Traditional direct mail may hold some opportunities for a number of reasons: (more…)
Marketers often pose questions like: “What are the best practices when marketing to women?” In my opinion, that question is far too broad. Women are not a homogeneous market segment. There are a myriad of variations among them. I was recently asked this question; here’s how I responded: (more…)
Can you think of the last time you were engaged in a marketing research project? If you’re like most business people, when you hear that question you’re probably thinking about some long-range, very intensive, data-gathering exercise that involved a lot of time, a lot of money and a lot of data analysis. And, yes, that is research. But we’re guessing that you are engaged in research far more frequently than you realize. Importantly, your research efforts don’t have to be full-blown initiatives that involve extensive quantitative research and analysis. Sometimes, yes–but, often, no. The trick is determining when you need to gather more information. And that comes down to two important steps: (more…)