Yesterday we had a great webinar with Mark Stevens, author of the BusinessWeek best-seller, “Your Marketing Sucks.” We talked about ways you can improve your marketing strategy by throwing the conventional rules out the window, starting with the question “What is marketing?”
Mark Stevens challenged us to question everything we know about marketing, including its definition and said, “the only valid definition: the art and science of growing business.” When asked why most marketing sucks, he simply says, “It doesn’t live up to the acid test of ROI.” How many times have you heard that in a meeting? If I had a dollar for every time I was asked “Well, what’s the ROI of social media?” I could retire tomorrow.
So why do marketers do what they do? I’ll speak from personal experience: we love the product we’re marketing. We can’t imagine a world without it, we want to climb to the rooftops and shout about it, write love songs about it (I’ve tried, but nothing really rhymes with competitive intelligence), and we want you to love our product, too. We just haven’t found the greatest way to say it yet. Or, we love the product we’re marketing and we just haven’t figure out who else will love the same product we love.
Mark Stevens pushed us to question why we try to replace brain power with money. As part of the marketing team for Compete, we’re always looking for ways to scale, and optimize our business processes. We have a lot of tools that help us get the job done so that we can turn our ideas into actions. Some tools we use in our day-to-day functions include:
Performable, a lifecycle marketing company that is my personal best friend. We use this to make landing pages on the fly and, as a person with minimal HTML skills, I could not live without this.
Hootsuite, a social media dashboard we use for our team. It not only helps us monitor social media, but helps us analyze what’s going on in the social spheres.
oneforty, which helps us find social media tools.
What tools help you innovate? What’s your definition of innovation?
As the Online Marketing Specialist at Compete, Karen Costa specializes in the day-to-day online marketing functions for Compete.com-paid search, email marketing, social media, affiliate, etc. Before Karen joined the Compete team she was an online marketing coordinator for Bliss Spa and then worked for a couple of start ups. Karen says, "I'm not sure what I want to be when I grow up!" Find Karen on Twitter as vanillabean45 or connect with her on LinkedIn at http://www.linkedin.com/in/karencosta