This week, I read another post where marketers were called “lazy”. It always seems to be some non-marketing industry pundit that pulls the “lazy” trigger and it's finally gotten to me. An email delivery guy who never managed a campaign calling his client lazy. A mobile marketing rep talking about their clients not using their application because they're lazy. A social media guy talking about marketers not monitoring nor responding when mentioned online… lazy.
Yog li… lub sijhawm rau ib qho ntawm kuv cov nyiaj.
Being a blogger, speaker, or even a so-called “expert” – a subject matter expert – is easy. We get to walk around and point fingers at everyone and tell them what they're doing wrong. It's easy work… and work that I truly love. If you have a very good understanding of the industry, you can help a lot of companies without really digging too deep. But it's always easy to tell folks what they're doing wrong when you don't actually have the responsibility to execute and accountability to get the results.
Being an employee is not easy. Being a marketer is even more challenging. While most jobs have simplified themselves over the years, we've added ridiculous amounts of channels and mediums to our marketers' plates. At one time, being a marketer just meant testing an ad or two on television, the radio or in the newspaper.
Not anymore… we've got countless mediums in social media alone – never mind traditional and online marketing. Heck, we've got EIGHT cov hau kev ntawm kev lag luam tsuas yog rau lub xov tooj ntawm tes ... SMS, MMS, IVR, Email, Cov Ntsiab Lus, Kev Tshaj Tawm Mobile, Kev Siv Mobile thiab Bluetooth.
At the same time that we've exponentially increased the number of mediums, the methods of monitoring and analyzing them, and the means on how to optimize and improve each… as well as getting one medium to feed the other, we've been reducing the resources internally that marketers have typically had in the past.
Today, I was on the phone with an international logistics company that has 4 different websites in 4 different countries and a team of 1… himself. He's expected to continue to optimize each site regionally and grow their inbound marketing – without a budget and without a cov ntsiab lus tswj kev tswj hwm uas tshawb nrhiav cav zoo.
Subject matter experts don't have meetings, office politics, reviews, budget constraints, technology limitations, resource shortages, layers of management, lack of training resources, and schedule restrictions to obstruct their progress with like a marketer does. The next time you decide to call a marketer lazy, take a few minutes and analyze their environment… could you achieve what they have?
Kuv ua haujlwm nrog qee lub tuam txhab qhov twg nws yuav tsum tau muaj lub hlis ntawm kev npaj ua kom tsuas yog kho me me rau lub ntsiab lus ntawm lub vev xaib… hli! Thiab nws yuav tsum muaj ntau lub rooj sib tham thiab txheej txheej ntawm cov thawj coj uas tsis tau txais kev kawm uas yuav tsum tau ntsuas thiab pom zoo cov txheej txheem. Dab tsi qee cov khw muag khoom muaj peev xwm rub tawm yog tsis muaj dab tsi luv ntawm cov txuj ci tseem ceeb niaj hnub no muab cov kev sib tw thiab cov peev txheej.