Top 5 things I learned are NOT marketing during my time as a marketer
- Marketing is NOT advertising: As confusing as this is to some people, it is not! advertising is only a small (yet fun) part of marketing. Don't fall into the mistake of thinking that you will be caught in the "Mad Men" world of advertising, even advertising isn't like that. In reality, marketing should be about researching, planning, pricing, strategising and managing the best direct or indirect (usually sales) results within a certain budget through the most relevant channels
- Marketing is NOT events: Again for most companies events seem to be the loudest form of communication and to some the most glorifying, this is also is a small (yet exhausting) part of marketing. You are not going to be JLO in "The Wedding Planner". Events are merely one of the channels of communicating to your audience, it is a means not an end.
- Marketing is NOT bullying the agency: If you have been through the advertising/branding/creative/production agency cycle for more than a month, you know that "the client gets what they want" and "money talks" and that when the client demands it you will pull an all nighter. Do NOT be that client, understand that your bullying will only result in negative results and higher turnaround. You want better results, have the agency spend more time with the company and employees to understand their vision, rather briefing them via emails and over the phone
- Marketing is NOT being the creative: There is a reason you are paying (ridiculous) amounts to an agency, and no its not to use them as your personal graphic designer. They invested in creative teams to research, compare and investigate the most relevant creative way to get your message across. Do NOT micro-manage and become the creative, the designer, the copywriter and the client, just fire them and do it all yourself (please notice the sarcasm)
- Marketing is NOT being the financial controller: While part of your job is to manage budgets, procure items, and manage spending. Do NOT let it rule your marketing presence, if you feel you are going over budget (with proper justification and will bring back positive results) present this to the board and request to spend more to make more. Otherwise, move yourself to the finance department, they will love you
Marketing Consultant
5yI can feel the frustration in every item; especially don't bully the agency and don't micro-manage. It really drives me crazy when something totally wrong by all marketing means is forced just because the client thinks so. Such clients result into bad campaigns, frustrated marketing staff, bad results and thus bad reputation. They're like tumour, we need to get rid of them before they spread their poisons in the marketing atmosphere!
CEO | Brand Builder | Business & Leadership Coach | Board Member
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Commercial Director @ Lantern Ventures Egypt
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