The third area is the confusion around digital marketing . Digital marketing is thought to be slapping posts on digital platforms usually something that young people do . Since young people are always on their phones , how hard can this be ? How have we contributed to this misconception ? By not being able to explain that digital marketing is grounded in marketing principles . Do we understand the importance of using marketing principles in digital marketing ? Do we feel digital marketing must operate completely independently of the rest of marketing ?
We must be able to bring out the point that digital is ( a very specialized ) but a platform allowing engagement and interactions with customers that becomes a huge source of data and insights for marketers . Ah , data and insights - how many of us actually use these to make informed decisions ? Do we even know what the customer wants ? Or is it what your boss wants or what the board wants or what the marketing agency told you the brand needs ?
On that note , the marketing agency gave you what you said you wanted . Did you write the brief or did you expect them to do some mind reading ?
The fourth has to do with the responsibilities allocated to the marketer . If the perception has been created that we are people who
“
Ah , data and insights - how many of us actually use these to make informed decisions ? Do we even know what the customer wants ? Or is it what your boss wants or what the board wants or what the marketing agency told you the brand needs ?
should be doing advertising , then by all means focus on banners and posters . Did I say marketing collateral is not important ? Did I say the graphic designers and creative teams aren ’ t core cogs when it comes to communication campaigns ? No I did not . You the marketer , what is your focus ? Are you solely on the ‘ P ’ of promotion ? What happened to making product decisions and pricing decisions ? What about distribution and partnership decisions ?
Ah yes , of course pricing is the domain of the finance department . Because the finance department is involved in doing marketing research and understanding the competitive landscape and understanding what customers want ? They may have a role to play but you cannot tell me they do this stuff on a daily basis with the same kind of expertise that you the marketer has been trained to do .
Marketers stand up and play your part in explaining and correctly practicing this profession . Be the fountain of knowledge . Whether you have the jurisdiction to handle the Ps of marketing or not , don ’ t sit back and give up . Bring out your points , show your expertise and make your professional recommendations .
Take every opportunity to help marketers and non-marketers alike to appreciate the beauty of this profession . If we don ’ t , we run the risk of listening to people say - anyone can be a marketer . And NO , not everyone can be a marketing professional .
Thrity Engineer-Mbuthia is a professional marketer and executive coach with over 25 years ’ experience in corporate and academia . You can engage her vide mail at : Info @ thrityengineer . org .