Comments on: The One Thing I Would Change About Marketing http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/ David Mullen on PR, Integrated Communications and Social Media Mon, 06 Jun 2011 03:58:50 -0600 http://wordpress.org/?v=2.8 hourly 1 By: Melanie Thompson http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-479 Melanie Thompson Thu, 15 Jan 2009 16:33:26 +0000 http://davidwmullen.com/?p=832#comment-479 Time. I would love to have more time on things. More time to plan. More time to think. So often we do things so fast and almost as a reaction that the reasoning behind them is lost. I just commented on another blog about how everyone wants social media right now. They have to have a blog, a Twitter account and a Facebook page. It is a reaction. Stop, think -- Do you really need this? Time. I would love to have more time on things. More time to plan. More time to think. So often we do things so fast and almost as a reaction that the reasoning behind them is lost. I just commented on another blog about how everyone wants social media right now. They have to have a blog, a Twitter account and a Facebook page. It is a reaction. Stop, think — Do you really need this?

]]> By: Kirk Phillips http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-478 Kirk Phillips Mon, 12 Jan 2009 14:36:58 +0000 http://davidwmullen.com/?p=832#comment-478 Your more recent post about Monday morning quarterbacking inspired my comment here. Marketing, like football, is a subject everyone professes to be an expert at. I've never played a down of organized football in my life, and yet it often seems clear to me what play should have been called instead. Most experienced marketing professionals I know are smart, insightful, strategic people. What I would change about our industry is that their recommendations be held in the same high regard as those of doctors, attorneys and accountants. Rarely do I second-guess them on Monday morning. Your more recent post about Monday morning quarterbacking inspired my comment here. Marketing, like football, is a subject everyone professes to be an expert at. I’ve never played a down of organized football in my life, and yet it often seems clear to me what play should have been called instead.

Most experienced marketing professionals I know are smart, insightful, strategic people. What I would change about our industry is that their recommendations be held in the same high regard as those of doctors, attorneys and accountants. Rarely do I second-guess them on Monday morning.

]]> By: calebgardner http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-477 calebgardner Sat, 10 Jan 2009 02:41:12 +0000 http://davidwmullen.com/?p=832#comment-477 Thanks for the thought provoking post, David. If I could change one thing it would be that marketers stop thinking that they know exactly what marketing is. The attempt to reduce marketing into one thing or another over the years has left some of us without the ability to see beyond our job descriptions. So in 2009, start by forgetting what you think you know. Thanks for the thought provoking post, David.

If I could change one thing it would be that marketers stop thinking that they know exactly what marketing is. The attempt to reduce marketing into one thing or another over the years has left some of us without the ability to see beyond our job descriptions.

So in 2009, start by forgetting what you think you know.

]]> By: Mark http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-476 Mark Fri, 09 Jan 2009 23:04:09 +0000 http://davidwmullen.com/?p=832#comment-476 Great thought catalyzing today David! If I change anything it would be encouraging all businesses to be more authentic and let go of the fear to be open and honest. The marketers of the future that do wield their powers for good are the ones that are still going to be around, helping people and making their lives truly better. We are going through a big shift in the way we do business with each other. I think there's a huge opportunity in all this change. How about you? Great thought catalyzing today David! If I change anything it would be encouraging all businesses to be more authentic and let go of the fear to be open and honest. The marketers of the future that do wield their powers for good are the ones that are still going to be around, helping people and making their lives truly better. We are going through a big shift in the way we do business with each other. I think there’s a huge opportunity in all this change. How about you?

]]> By: Danny Brown http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-475 Danny Brown Fri, 09 Jan 2009 23:01:17 +0000 http://davidwmullen.com/?p=832#comment-475 I'd stop them from agreeing with a client's idea just to get the dollar, even though the client is so obviously wrong. How can that possibly be beneficial to either client or agency? The client loses money (twice) and the agency looks unprofessional and clueless. Is that really the way to do business in 2009? Of course, this pretty much applies to all service-led industries, but you asked for marketing so there you go ;-) I’d stop them from agreeing with a client’s idea just to get the dollar, even though the client is so obviously wrong. How can that possibly be beneficial to either client or agency?

The client loses money (twice) and the agency looks unprofessional and clueless. Is that really the way to do business in 2009?

Of course, this pretty much applies to all service-led industries, but you asked for marketing so there you go ;-)

]]> By: bonitamedia http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-474 bonitamedia Fri, 09 Jan 2009 22:04:11 +0000 http://davidwmullen.com/?p=832#comment-474 Wow... I have found that many agencies operate under veil. Rarely do I find the lead dog at firms spending time to truly get to know the client, and, in turn as Amber said, get to know the company culture of the client. These tasks are largely passed off to a new/less-seasoned individual, who in turns reports back to the boss with recommendations. The transparency SM looks to bring to the corporate world needs to be present at the agency level. FWIW, agencies with a focus on SM do practice what they preach :) Regards, Jon Wow…
I have found that many agencies operate under veil. Rarely do I find the lead dog at firms spending time to truly get to know the client, and, in turn as Amber said, get to know the company culture of the client. These tasks are largely passed off to a new/less-seasoned individual, who in turns reports back to the boss with recommendations.

The transparency SM looks to bring to the corporate world needs to be present at the agency level. FWIW, agencies with a focus on SM do practice what they preach :)

Regards,

Jon

]]> By: Angela http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-473 Angela Fri, 09 Jan 2009 21:39:41 +0000 http://davidwmullen.com/?p=832#comment-473 I'm with Anna. The resistance to change by the stalwarts can be frustrating to those of us who want to push forward -- albeit carefully. I’m with Anna. The resistance to change by the stalwarts can be frustrating to those of us who want to push forward — albeit carefully.

]]> By: Amber Naslund http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-472 Amber Naslund Fri, 09 Jan 2009 21:32:04 +0000 http://davidwmullen.com/?p=832#comment-472 I had to think about this one. But I think if I could change one thing, it would be to get more marketers to learn more about the business that surrounds them. Outside their silo. I think so many marketers get complacent about their roles as the "representatives" of brands that they neglect to gather and solicit valuable insight from other areas of the company that can make their job easier. Most often, I find that many marketers either haven't bothered or haven't been given the opportunity to ever talk to the people that matter the most in their equation: the clients and customers. Gone are the days where the departments in business can operate autonomously. If businesses are going to thrive in our hyperconnected and fast moving world, we'd best get to work collaborating instead of working in our bubbles. I had to think about this one.

But I think if I could change one thing, it would be to get more marketers to learn more about the business that surrounds them. Outside their silo.

I think so many marketers get complacent about their roles as the “representatives” of brands that they neglect to gather and solicit valuable insight from other areas of the company that can make their job easier. Most often, I find that many marketers either haven’t bothered or haven’t been given the opportunity to ever talk to the people that matter the most in their equation: the clients and customers.

Gone are the days where the departments in business can operate autonomously. If businesses are going to thrive in our hyperconnected and fast moving world, we’d best get to work collaborating instead of working in our bubbles.

]]> By: Anne Clarke http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-471 Anne Clarke Fri, 09 Jan 2009 17:22:03 +0000 http://davidwmullen.com/?p=832#comment-471 David, at my blog, Marketing Muse (www.anneclarke.typepad.com/marketingmuse), this morning I wrote about the huge marketing impact of a simple card that came in the holiday mail. The card noted that to thank me for my business my vendor had made a donation in my name to a woman shelter. This personalized bit of marketing made a huge impact. It also strikes me as connected to your comments today about the shifting impact and emphasis marketing efforts can have. Score one for the good guys, perhaps? And file that little card under a great example of the right kind of impact that is worth emulating. David, at my blog, Marketing Muse (www.anneclarke.typepad.com/marketingmuse), this morning I wrote about the huge marketing impact of a simple card that came in the holiday mail. The card noted that to thank me for my business my vendor had made a donation in my name to a woman shelter. This personalized bit of marketing made a huge impact. It also strikes me as connected to your comments today about the shifting impact and emphasis marketing efforts can have. Score one for the good guys, perhaps? And file that little card under a great example of the right kind of impact that is worth emulating.

]]> By: Arik Hanson http://www.davidwmullen.com/2009/01/09/the-one-thing-i-would-change-about-marketing/#comment-470 Arik Hanson Fri, 09 Jan 2009 15:57:31 +0000 http://davidwmullen.com/?p=832#comment-470 One thing about the industry? As a whole, I think we (consultants) need to be better listeners, partners and collaborators with our clients. I think sometimes we get hung up on telling our clients so much about ourselves, our knowledge and what they should do, we forget to need to listen and learn first. Before we can provide meaningful counsel and advice, we need to be able to thoroughly understand our clients' business and their challenges, needs and goals, right? We can't do that by talking "at" our clients now, can we? Good post, David. You've got me all fired up now! One thing about the industry? As a whole, I think we (consultants) need to be better listeners, partners and collaborators with our clients. I think sometimes we get hung up on telling our clients so much about ourselves, our knowledge and what they should do, we forget to need to listen and learn first. Before we can provide meaningful counsel and advice, we need to be able to thoroughly understand our clients’ business and their challenges, needs and goals, right? We can’t do that by talking “at” our clients now, can we? Good post, David. You’ve got me all fired up now!

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