I suppose that everyone who has a TV and can critique Super Bowl ads or those with a Twitter account thinks they can now say they are a marketer expert. Sadly, we have let far too many people use the word “Marketing”or “Brand” in their title. The commentary that I see coming from non marketers is borderline cringe-worthy or hilarious. I have to tell you that the comments are silly.
- When I read, “Marketers need to think more about the consumer” I think you’ve never met a real marketer. The best marketers starting doing that around 1915. I guess somehow this is now popular among non-marketers.
- When I hear, “Marketers should analyze data”, again, I’m thinking what incompetent marketers have you been hanging around with. That’s been a major part of the job since 1950. Sure, big data. But I have been working any data from share report data to Ipsos tracking data to weekly Walmart sales tracking data.
- When I read, “The CEO should be in charge of the brand”, I think “Well then the CEO should be in charge of the IT system”. Sure, in charge, but they should be smart enough to delegate to the experts who will make their brand stronger. From my experience, the best marketing led organizations have bottom up recommendations, empowering the brand manager to tell their directors what they want to do, who then support them in moving that up to the VP and President. The worst organizations are when the CEO walks down the hall and asks “Why are we not on Instagram? My 15-year-old daughter was just showing me how cool it is this weekend”. This is likely the reason why the average tenure of a CMO is under 24 months at this point. They are likely sports coaches, hired to be fired, by the impatience of getting results.
- When I hear, “Marketing needs to be more than just advertising” once again, you just don’t understand the job….typically advertising is 10-15% of the job.The best marketers determine the strategy, figure out the brand promise, brand communication, product innovation, purchase moment and consumer experience…they touch all, decide all, but they let their experts run each of those touch points.
Marketers don’t just “do marketing”.
I am glad so many want to be in Marketing. But you really should have to earn your way into it. Go interview for a job, get rejected a few times, push to really get in there and then learn like ton for a few years. I spent 20 years in marketing. I could not believe how much I learned in my first five years, then even more in the next five, then way more in the following five and absolute insane amount in those last five years. I’ve now been a consultant for over five years and I swear I know twice as much as I learned in the first 20.
Marketing is not just an activity. The best marketers have to think, define, plan, execute and analyze, using all parts of your brain, your energy and your creativity.
OK, my rant is over.
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