Comments on: There is no better time to be a marketer

By: Steve Poppe

Steve Poppe — Fri, 15 May 2009 16:34:29 +0000

The times are exciting AND challenging. One thing I see that alarms me, Dave, is the over-reliance on tactics. Data gathering and testing via inexpensive tactics is fine, but those who do so without an eye toward brand strategy are likely to go off track. While many talk today about ROI, I personally find it more exciting to talk about Return on Strategy (ROS.)

Keep up the great work and keep being excited.

By: Matt Hames

Matt Hames — Fri, 08 May 2009 13:46:41 +0000

Great post, and I totally agree. As a copywriter turned social media dude, I look forward to what the day will throw at me.

I work in a mid-sized, regional ad agency, and I can tell you that for many of the people here, these are really fun times. We get a chance to experiment with the manner of the message. As you know, it used to be the brief was for media that was already picked (print, TV, radio).

Now the brief is for a message, and the media is part of the creative. True, we still have the occasional Print Ad Brief, but they are an endangered species.

What social media has done is make people wonder how to use all media. When the media isn't clear, everyone needs to think a little different. And in a smaller place like ours, we can collaborate a little better (I think).

Social media can be in the conversation, but it doesn't have to be. What is in the conversation is everything. And that's both exciting, and scary, and, if you're up to it, fun.

By: Beth Harte

Beth Harte — Fri, 08 May 2009 01:16:42 +0000

Dave, great post! I agree with everything you are saying…having been a marketer through bad economic times twice and having been laid off three times, I can tell you that the fact of the matter is even if you are a marketer that does prove your value (and I'd say I fall into that category), it doesn't necessarily save you from the chopping block. (BTW, how many times have you been laid off?).

Because you got stuck on my post lead in, you inaccurately describe the rationale of my post and fail to mention that it's about these current economic times forcing marketers to prove their value [and suggestions for doing so... http://is.gd/xBIH. If you check out my list and the additional list I left in the comments, you'll see it reflects yours to a certain degree.

The challenge today is that marketing management needs to change too (as in be replaced in some cases). There's a notion that "anyone can be marketer" that has destroyed the credibility of the profession. Management needs to keep up with the times (as you suggest), make sure their teams do as well and understand what makes for a valuable marketer. It's no longer acceptable to sit back, waste money, continue to build silos, bury heads in the sand and play politics (or golf for that matter) because none of those things enhance the customer experience. And I agree with everything Michael says, it's not harsh…it's reality.

So let me ask you this…since you think it's a great time to be a marketer (I agree, again, BTW), how do you convince companies not ready for social media and the changing marketing times to hire marketers who are already there? My point is this, we need to be realistic. Most companies just aren't there and a lot of marketers aren't there either. So, while we "up-to-date" marketers who are enthusiastic about the changes in our industry and embrace them, keep in mind that there are a lot of us on the bench struggling to be hired by marketing executives that haven't learned anything new about marketing since 1992. And that isn't fun…it's totally frustrating. That said, we will all fight the good fight because that's what GREAT marketers do!

By: Jason Dojc

Jason Dojc — Thu, 07 May 2009 16:23:36 +0000

Marketing is in the midst of a huge paradigm shift where marketers are mandated to invest the company's money rather than just spend it. This new marketing is going to be much more quantitative but just as creative as you now have to figure out how to create value in your consumer's existing life rather than figure out how best to interrupt them.

By: Garrett D'Ottavio

Garrett D'Ottavio — Wed, 06 May 2009 21:14:13 +0000

That was a very engaging article. I cannot wait to graduate and become involved in the business of marketing–to make a contribution to the bottom line of a company as a result of improving products to the specifications of customers and developing plans to drive and measure the success of these business plans.

Additionally, I am sure ROI will remain an important factor in the evaluation for success of brand managers down the road. I think my generation is up to the challenge.

By: Bryan Radtke

Bryan Radtke — Wed, 06 May 2009 14:54:21 +0000

Well said, Dave. I love your thinking around reframing Marketing as an investment vs. a cost/tax. In this environment the brands that best differentiate and communicate unique benefits are going to win and this is Marketing's responsibility. Emerging new consumer touch points help us do this better and more efficiently. What a great time for Marketing to truly LEAD!

By: Michael_Stich

Michael_Stich — Wed, 06 May 2009 13:04:39 +0000

Dave, I could not agree with you more, but for a different reason: I really equate marketing in the 2000's to operations in the 1960's: at the cusp of radical transformation based on data. Think pre-TPS in the Operations world: our efforts and results will inevitably grow more measurable, and thus more manageable and scalable. What a great time to experiment with the confluence of marketing and measurement!

By: Antony Slabinck

Antony Slabinck — Wed, 06 May 2009 07:50:06 +0000

Fully agree with this great article. Marketeers have to start building believable brandsNo more Sandcastles! While optimizing the brand & customer experiences, following questions can help : How relevant is my message? Are we percieved as an honest brand? Are we really listening to our customers and joining their conversations? A lot of 2.0 applications can help you in this but you first have to fully understand what 2.0 really means and can bring to you. It is not at all about technology! It's a new way of approaching your customers and having an open & honest dialogue with them. If you don't know where to start, just locate your brand advocates and have an open and honest dialogue with them. You will be surprised what you can learn from them about your brand and products… 2010 could be you best year ever!

By: Walter_Dermul

Walter_Dermul — Wed, 06 May 2009 07:16:01 +0000

Great post ! I fully agree. And I want to add a reason why it's such a great time to be a marketer nowadays.
In difficult times not only marketers HAVE to be open for change, but also the consumers ARE open for new things, new products and new propositions. They are willing to change their habits, to change the way they look at things. Marketers who respond to this, by creating real (new) value propositions encounter a more willing market than ever before. So when all this is over, relevant brands will come out stronger ! 2010 can only be a great year for those who do it right, now.

By: Kevin Dugan

Kevin Dugan — Wed, 06 May 2009 03:01:30 +0000

As a victim of a recessionary layoff, I am happy the dust was knocked off me and I was forced to re-evaluate. I would not wish this on anyone. But I know this is a great time to be in marketing and this move allows me to participate in a new and more relevant way than before.