I just downloaded an .mp3 file of the Mark Stevens book, "Your Marketing Sucks", for an upcoming trip. This book promises to show me "how to distinguish between marketing that works and marketing that sucks".
As for me, I believe that the best way to improve the quality of all marketing is to help educate as many people as possible about marketing so not only will marketers get better at what they do but consumers will demand better marketing, recognize it when they see it, and reward those marketers who get it right.
I look forward to listening to this unabridged audio book and reporting back...
2 comments:
The problem with "marketers" is they usually dont anything aboout their product. Marketers are the interface between "the smart people" who design the products and "the dumb people" who consume the products, but they are usually no smarter than the consumer.
I don't know about your perception, Mr. or Ms. Anonymous.
As a consumer, do you consider yourself "dumb" and therefore need to be told by an intermediary (a marketer) how or what to think about a product or service?
Consumers are very sophisticated today and good marketers not only realize and accept that fact but they embrace it.
Marketers know that they must demonstrate the value of a brand in front of very smart and very sophisticated consumers who will quickly buy an alternate brand if there is no compelling reason not to.
Smarter than consumers? I don't think that has anything to do with it.
Marketers ought to be much more knowledgeable about their product or service, however, and know what value it represents to their target market...and beyond that know how to clearly and articulately communicate that value.
Lastly, if there is no compelling value to offer consumers, then it is the marketers job to go back to those "smart designers" and modify the product in some way to ensure there is superior value to sell.
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