Stop calling every specialist a 'marketer' or 'strategist'

[jrineakter]

There are now more different types of marketers and strategists than there are ways to prepare 'chicken, the most versatile piece of meat'. Let's be honest, who doesn't get tired of a new sub-marketing discipline being proclaimed every now and then, complete with brand-new gibberish jargon, self-proclaimed gurus and its own self-glorification-professional-award (the annual Golden Blowhard for XYZ marketing)?


For many readers, my previous article on the shaky image of the profession of 'communication' and the decay of the job title 'communications advisor' was a feast of recognition. The terms 'strategist' and 'marketer' are, if possible, even sadder: in terms of inflation, they can compete with the Zimbabwean dollar.

Who has the longest?
It gets really hilarious when these sub-marketers/strategists compete with each other about whose sub-expertise or channel is the most important. “Database marketing is out, content philippines telegram number list marketing is the future”, “I’m an SEO marketer, I don’t believe in brands”. Come on. Which marketing instruments and channels (in which mix) have the most impact in practice depends on:

What your goal is
What kind of brand you are and in what phase of your life cycle
What kind of market you operate in
What target group are you targeting?
How relevant your message or promise is
How remarkable is the creative approach you give to the channels
How much visibility pressure you can put behind it
A clear objective, intelligent target group insight and a relevant creative interpretation are usually the success factors behind marketing campaigns that work – no matter the channel. Media reach does not guarantee mental reach.

A brilliant idea almost always exceeds resources
Ultimately, the question is how much value you can add in the eyes of your customers. Can you find a message or substantive information and creative packaging that stimulates attention, preference or loyalty? A brilliant idea almost always exceeds resources. For inspiration, look at Croma's Masterclass Baking and Roasting or KLM's Social Travel Map .

When are you doing a good strategic job?
Strategic marketing thinking starts by definition with clear objectives. For example, 'realizing growth in a new target group'. Examples of essential strategic questions about brand and marketing are: What sets us apart? Which customer group do we focus on? What moves them and what holds them back? How do I win their preference over competitors? How can we offer customers a unique experience that they talk about and come back for? Strategic communication: how do I make the difference I make compared to my competitors noticeable in a convincing way? How can I reach, captivate, activate and bind customers as efficiently and effectively as possible? How can I entice them to pay attention to my product or service, while they actually have no time or desire to do so?

A channel objective (for example, gaining more followers on social media) must by definition serve a marketing or communication objective. The problem is that many substrates are only aware of this to a limited extent. The channel objective has taken on a life of its own.

Hipster character designADHD Marketing
Just because a channel exists doesn’t necessarily mean you should use it. What good is a channel if you have nothing to say? “What should be our strategy for channel X?” is a totally wrong question and a waste of time. The question should be: how can we achieve our strategic marketing, brand or communication objective? With what message can we really add value for our target group?

The channel doesn't thunder
In principle, the channel doesn't matter: you want the most impactful and efficient channel to achieve your objective. Excessive channel thinking ('we have to do something striking on social', 'we have to do something with content marketing') often distracts completely from the core. And often leads to a lot of time and budget being wasted throwing around 'creative one-hit wonders'. Of course, as a marketer you can ask yourself: how can we get more out of the possibilities of social media given our marketing objectives. But that is a tactical and not a strategic question.

'Return on gimmick' does not exist
Why do marketers always have to run like a bunch of hysterical young girls after every new instrument or channel? Of course, as a marketer you need to know globally what is possible (and especially: where to reach your customers). But treating every new channel or discipline as if it were a new variant of rocket science? Give me a break .