This week, I read another post where marketers were called “lazy”. It always seems to be some non-marketing industry pundit that pulls the “lazy” trigger and it's finally gotten to me. An email delivery guy who never managed a campaign calling his client lazy. A mobile marketing rep talking about their clients not using their application because they're lazy. A social media guy talking about marketers not monitoring nor responding when mentioned online… lazy.
Quindi ... tempo per uno dei miei sproloqui.
Being a blogger, speaker, or even a so-called “expert” – a subject matter expert – is easy. We get to walk around and point fingers at everyone and tell them what they're doing wrong. It's easy work… and work that I truly love. If you have a very good understanding of the industry, you can help a lot of companies without really digging too deep. But it's always easy to tell folks what they're doing wrong when you don't actually have the responsibility to execute and accountability to get the results.
Being an employee is not easy. Being a marketer is even more challenging. While most jobs have simplified themselves over the years, we've added ridiculous amounts of channels and mediums to our marketers' plates. At one time, being a marketer just meant testing an ad or two on television, the radio or in the newspaper.
Not anymore… we've got countless mediums in social media alone – never mind traditional and online marketing. Heck, we've got EIGHT metodi di marketing solo su un telefono cellulare ... SMS, MMS, IVR, e-mail, contenuti, pubblicità per dispositivi mobili, applicazioni mobili e Bluetooth.
At the same time that we've exponentially increased the number of mediums, the methods of monitoring and analyzing them, and the means on how to optimize and improve each… as well as getting one medium to feed the other, we've been reducing the resources internally that marketers have typically had in the past.
Today, I was on the phone with an international logistics company that has 4 different websites in 4 different countries and a team of 1… himself. He's expected to continue to optimize each site regionally and grow their inbound marketing – without a budget and without a sistema di gestione dei contenuti compatibile con i motori di ricerca.
Subject matter experts don't have meetings, office politics, reviews, budget constraints, technology limitations, resource shortages, layers of management, lack of training resources, and schedule restrictions to obstruct their progress with like a marketer does. The next time you decide to call a marketer lazy, take a few minutes and analyze their environment… could you achieve what they have?
Lavoro con alcune aziende in cui sono necessari mesi di pianificazione solo per apportare una piccola modifica al tema di un sito Web ... mesi! E richiede innumerevoli riunioni e livelli di manager non istruiti che devono valutare e approvare il processo. Ciò che alcuni professionisti del marketing sono in grado di ottenere al giorno d'oggi è a dir poco un miracolo date le sfide e le risorse.