We are all (apparently) marketing experts. Specifically, it seems that almost everyone considers themselves a marketing expert.
For example, I once worked for a company which was “de-merging” from our parent company ahead of a potential sale. In our long list of tasks, we were required to establish a new company name and brand. I was given the opportunity to lead a small marketing team. Our mission was to deliver the new company identity and all the marketing tools to support the business.
We made an early decision to engage with the wider employee community. Firstly, this would help us understand what really made the company tick and help us formulate a genuine value proposition. In addition, this engagement would hopefully generate a real sense of ownership in the new direction of the company.
… everyone has a strong opinion
As we developed our marketing toolbox, colleagues continued to show great interest in our work. From our new name, the colors in the logo, the content of the website – everyone (and I mean everyone) had an opinion. And those opinions fluctuated widely. We heard some excellent ideas.
During this process, I realized how passionate our colleagues were about marketing … and that everyone was convinced their opinion was right. Why were so many people convinced they were a marketing expert? Rarely would anyone outside the projects department make “helpful” suggestions on how to execute a project. Nobody would recommend that the finance manager to prepare the annual accounts differently.
… marketing triggers an emotional response
Whether they like it or not, everyone is a consumer of marketing activity in their daily business and personal lives. Effective marketing triggers a change of behavior or generates a compulsion to do or own something. It just feels personal.
Because it feels personal, perhaps too many consider Marketing a profession that “anyone can do”. However, few appreciate the skills required to construct a powerful value proposition; to optimize web content; to deliver just enough (and not too much) information to prompt the audience to take action to buy the product or contact a seller.
Is marketing the most important department in a company? In some markets, it probably is (for example, digital marketing in the consumer electronics market). For other industries, a more subtle marketing approach may be appropriate. In either situation, an effective marketing strategy, created by experts, can support sales activity and revenue generation.
Reach out to Annan Consulting to discuss how we can help you establish and execute a clear sales & marketing strategy.