There is a lot of really bad marketing out there and with it a lot of wasted dollars. Why? Two reasons, first marketers’ inability to translate data into actionable recommendations for THEIR brand and second hiring people who “fit in” rather than hiring people who are passionate about what they do.
I get a lot of work in consulting from marketers who want insights into data that they are overwhelmed with. They want to better understand what it means, but more importantly, they want to know how it translates to the product categories they compete in. I have sifted through a lot of online analytics and from the data I am usually able to tell a story or identify where we need to do more research to clarify opportunities.
The other problem that is leading to bad marketing is that marketers are afraid of hiring passionate people. They prefer people who will fit in, not rock the boat and be a good cog in the machine within corporate America.
[inlinetweet prefix=”null” tweeter=”null” suffix=”null”]What companies desperately need now are indispensable employees who are original thinkers, provocateurs, and people who care about what they do and how it impacts customers.[/inlinetweet]
What can companies do?
1ne: [inlinetweet prefix=”” tweeter=”” suffix=”null”]Hire people who have a passion for what they do[/inlinetweet]. Even if they are not a good fit for an open position you can’t afford to let them get away.
2wo: Ask a lot of questions. It doesn’t mean you are dumb, it means you want to know more.
3hree: Stop with piles of data and start saying “I want people who can mine this data for ways to bring us closer to our customers”.
4our: Seek out smart, passionate people online, but ne aware of the differences between people who are “journalists” vs. people who have successfully worked in branded marketing.
5ive: Stop thinking that research available online for free is applicable to YOUR customers and brand.
6ix: Hire people who listen more and talk less.