Don’t settle for second best marketing

When you need help with your marketing you invariably come across someone who is good at something. That something could be design or digital or media or PR or creative or direct marketing or strategy etc.

However, this could be the start of a journey to second best marketing. Overtime I have observed a pattern. That pattern is that someone who is good at design tends to believe that design is the answer to most marketing needs. The same applies to the digital, media, PR, direct marketing and strategy specialists. And this is where ‘second best’ marketing starts. Because the digital specialist is also ‘OK’ at copy, the creative specialist also ‘OK’ as strategy and the media specialist is ‘OK’ at creative. You can see the pattern.

Firstly because these specialists typically do not have a broad view of marketing and therefore the importance of multiple considerations.

And secondly the over estimation of their own span of competency.

The obvious point being that ‘OK’ is invariably not ‘OK’ and typically code for ‘second best’ marketing. And when you listen as I do to clients who have been down these pathways, you realise that there is a lot of second best marketing about.

Key learning:
The important step is to share your business issues with someone who understands business, marketing and where all the pieces fit.