hundreds of plans for these marketing activities at www.MarketingMO.com.
“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
-tion of the television.Digital marketing, social media and mobile devices have dramatically changed how we connect with our audiences. They’ve created a tremendous opportunity, as well as a tremendous burden.The marketing function has become complicated.No longer can we rely on print, publicity and a media buyer to distribute our catchy ad campaign; marketing nowadays
requires heavy IT resources and an understanding of complex metrics to effectively (and protably) connect with our
market—busier people, who have shorter attention spans, and often suffer from information overload.Social media, search engine marketing, email marketing, mobile devices, website optimization, content marketing . . . it’s impossible for an individual marketer to master them all,
to their traditional media activities. And then
there’s strategic planning, creative development and nancial measurement.
It’s overwhelming. And it has caused many marketers to specialize, focusing on a single medium as their area of expertise.
But the reality in most small to mid-size enterprises (SMEs) is that their marketing team only has room for a handful
of specialists, if any. Most don’t have the budget to employ experts in all the necessary marketing mediums needed to effectively reach their audience. And even if they do have the budget, they often don’t have enough work to justify hiring full-time specialists.If you’re not a specialist hired solely for your expertise, you’re forced to know a little about a lot—to be well-versed in how to use a combination of digital and traditional mediums to effectively meet your revenue goals.For the typical marketer at an SME, it’s created a quandary:
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
we should be doing, instead of how to do things right.If we’re not sure what we should be doing, it’s easy to dive into the hot new
tactic of the moment
. . . without having a strong understanding of how it ties into the rest of our revenue-generation activities.Specialization makes it easier to perform tactics well, but specialists aren’t necessarily the best resource to determine strategy—the “right things” to be doing. Specialists typically favor their own area of expertise.