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Seven Questions On Marketing Best Practices
Saw a tweet recently from HubSpot co-founder
@BrianHalligan quoting Youngme Moon:
"Its time 4 marketers to let go of the things that they come to regard as best practices. Learning is easy; forgetting is hard."
I couldn't agree more. It's so easy to just go along to get along instead of challenging the status quo.
But many companies don't understand the world in which they now operate. They are confused or threatened by the power and control their customers have over their brand.
So how do we "let go of things we come to regard as best practices"?
One place to start is with these seven questions:
- Is this truly a best practice or "just how we do things around here"?
- Does this best practice reflect who my customers are?
- Is this best practice relevant to my best market segment?
- Does this best practice provide real value to my customers?
- Are listening to and conversing with customers inherent in this best practice?
- How well do our customer touch points deliver a great customer experience?
- How are best practices measured and established?
Youngme Moon is so right - it is very difficult to let go of best practices. It's threatening, requires extra "heavy lifting" for a period of time and may even make marketing less efficient at first. Innovation is rarely easy. Nor is changing the way in which you engage customers. But not adapting to and accepting the new power customers hold is even more difficult. In fact, it's fatal.
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Having the right marketing firm to do your marketing is a very big decision for most business owners to make. These are some great points on the right questions that need to be asked. There are a lot of that will meet these guidelines, but there are also a lot of them that will not. Great points on this. Thank you.
Well i want to know that what is meant by Is this truly a best practice or "just how we do things around here"?
Simply put, some companies market the way they do because they always have or they don't measure their performance or both. Their marketing is not based on best practices either from an industry perspective or what's best for their prospects and customers.
The worst answer to the question "why do we do marketing the way we do it?" is "that's the way we've always done it". The only reason to do any business function in a certain way is because it either delivers the highest result or it delivers an acceptable result at an acceptable cost.
well you have made a well executed article.i have read the whole article as seven question on the marketing.
I couldn’t agree more with the sentiment of this piece – it is critical that marketers realise the power that customers now weald over brands and adjust their customer dialogues accordingly. With consumers having the ability to opt out of receiving marketing materials, the only opportunities many organisations get to market to their customers is when they contact the organisation directly. But to capitalise on these interactions, it’s critical that they have a clear view of the customer they are talking – if the wrong marketing messages are delivered, it may actually cause a customer to switch to an alternative supplier. I’ve explored this issue more: http://www.portraitsoftware.com/blog