100 Things I Know About Marketing

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100 Things I Know About Marketing (Part 2)

This is the continuation of a list of things I know (and feel strongly about) when it comes to marketing.

26. If you don't communicate what your brand stands for, your customer (or your competitor) will do it for you.

27. Know your channels. Choose the right format for your channels and know how you’re going to measure success.

28. Marketing is tapping your inner child’s curiosity. Never stop wondering and investigating.

29. Good content connects with your audience, but great content inspires them to take action.

30. Craft strong brand guidelines, give your brand a clear voice. Articulate your brand heart. 

31. Capture attention then be remembered.

32. Sometimes when you’re focused on your own brand day in, day out, it’s hard to see your strategy with fresh eyes. Consult experts outside of your company.

33. Marketing doesn’t work in a silo. Centralize communication just as you centralize data.

34. Know your customer like you know yourself. 

35. Marketing is a craft not a skill. It can only be learned to a degree, there has to be an underlying curiosity or passion that fuels it. 

36. The real goal of marketing is to own the market—not just to make or sell products.

37. Smart marketing means thinking of your company, your technology, your product in a fresh way, a way that begins by defining what you can lead. Because in marketing, what you lead, you own. Leadership is ownership.

38. Your brand matters. Give it a voice. 

39. Product, Price, Promotion, and Place form the 4Ps of the marketing mix. The 4Ps are a timeless marketing framework by Neil Borden and is still relevant.

40. All successful marketing strategies require revisiting over time. They are not static and are meant to be adjusted and refined. 

41. Marketing is experience-based, which emphasizes interactivity, connectivity, and creativity.

42. Marketing is not about a product or a company. Marketing’s ultimate assignment is to serve the customer’s real needs.

43. Brands strengthen overtime. If your brand expressions are consistent and continually developed, at some point, you will reach critical mass. 

44. It’s not possible to master all marketing tools. Some things need to be outsourced - limited expertise in-house, not enough resources to scale in-house or it’s more cost effective to outsource. 

45. Modern marketing is as much about metrics as it is about messaging. Make every word matter, no fillers or jargon (this is hard for us marketing folks).

46. Value is defined by the customer. Value is when a customer perceives that she gets more than she gives up.

47. Marketers are idea people. Our job is to be creative and develop ideas that solve problems for people. 

48. Brands that commit to the customer believe that without the customer they cannot succeed in business and see the world through their customer's eyes.

49. Marketing is more than the marketing department.

50. When a CMO is supported by the CEO to create a marketing-, brand-driven culture it reaches through to customers.

Check out Part 1.

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