hudreds f ps fr thesemrketig ctivities t.MrketigMo.cm.
“It was the best of times, it was the worst of times . . .”
A Tale of Two Cities
The Internet has fundamentally changed the marketing function, causing the greatest shift in the eld since the inven
-ti f the teevisi.Digit mrketig, sci medi d mbie devices hve drmticy chged h e cect ith ur udieces.They’ve creted tremedus pprtuity, s e s tremedus burde.The mrketig fucti hs becme cmpicted.n ger c e rey prit, pubicity d medi buyer t distribute ur ctchy d cmpig; mrketig dys
requires heavy IT resources and an understanding of complex metrics to effectively (and protably) connect with our
mrket—busier pepe, h hve shrter tteti sps, d fte suffer frm ifrmti verd.Sci medi, serch egie mrketig, emi mrketig, mbie devices, ebsite ptimizti, ctet mrketig . . .it’s impssibe fr idividu mrketer t mster them ,
t their trditi medi ctivities. ad the
there’s strategic planning, creative development and nancial measurement.
It’s verhemig. ad it hs cused my mrketers t speciize, fcusig sige medium s their re fexpertise.
But the reality in most small to mid-size enterprises (SMEs) is that their marketing team only has room for a handful
f speciists, if y. Mst d’t hve the budget t empy experts i the ecessry mrketig mediums eededt effectivey rech their udiece. ad eve if they d hve the budget, they fte d’t hve eugh rk t justifyhirig fu-time speciists.If yu’re t speciist hired sey fr yur expertise, yu’re frced t k itte but t—t be e-versed ih t use cmbiti f digit d trditi mediums t effectivey meet yur reveue gs.Fr the typic mrketer t SME, it’s creted qudry:
Identifying the “right things” to be doing, and then learning how to do them well
Many would argue that it’s more difcult for marketers to determine
e shud be dig, isted f h t dthigs right.If e’re t sure ht e shud be dig, it’s esy t dive it the ht e
tactic of the moment
. . . ithut hvig strg uderstdig f h it ties it the rest f ur reveue-geerti ctivities.Speciizti mkes it esier t perfrm tctics e, but speciists re’t ecessriy the best resurce t determiestrtegy—the “right thigs” t be dig. Speciists typicy fvr their re f expertise.