Marketing Beliefs

by Shauna Nicholson on January 2, 2012

in Analytics, Business, Consumer Data, Entrepreneur, Marketing

I believe the best marketing doesn’t feel like marketing. A consumer should (at least initially) forget he or she is viewing and consuming marketing material because of a genuine immersion into the experience. This can feel like a friend sharing information, an expert providing education, or a peak at an entertainer creating. No matter the experience, the compulsion to share the experience is an indication of success.

I believe marketers should think like entrepreneurs on behalf of clients. Carefully exploring a client’s business and considering challenges can amplify how business is done. Focusing on product pushing can be done by just about any advertising salespeople.

I believe in data. Footprints (in the form of data) should be unobtrusively collected and studied as a consumer moves through the experience in an effort to mold the next experience; whether it be in a new effort to connect with likeminded others or a continued effort to pull the consumer deeper into the brand (and down the sales funnel).

I believe in the artistic concepts of marketing. These are the intangible, brilliant concepts that don’t come to life often enough because someone was afraid to take a chance. These are the only kind of ideas that really have the potential to cause a disruption in status quo, make a lasting change for the consumer and brand alike, and deeply impact the bottom line. I believe the people capable of concepting these ideas can be destroyed by cubicles (and 9-to-5 drones).

I believe our work as marketers, technologists, and entrepreneurs can pave the way for others. I believe that people who think “work” is synonymous with “job” are not playing in the same sandbox. I believe billing by the hour, rather than by value, contributes to marketers viewing their work as a job and therefore producing widgets.

I believe a marketer is responsible for respecting the consumer. This means reasonably respecting privacy through intelligent data collection. This also means looking for ways to center brand value around the consumer, not the other way around. Brands have the power to inspire, promote, and ease the lives of consumers. Marketers who can focus on this can change the world while blowing away bottom line expectations.

What do you believe?


 

Tagged as: 2012, Beliefs, cubicle, manifesto

  • http://nikkilittle.com/ Nikki Little

    I’m right there with ya on all of this, Shauna.

    I am not an entrepreneur, and sadly my PR major didn’t include many business-related coursework, so I’ve had to do a lot of self-education since I started my career. But I’m working on thinking more like an entrepreneur and making sure that my PR work and counsel always is tailored around what’s best for my clients’ business.

    I kinda want to come through the screen and hug you for including the bit on billing for value versus hours. I will hug you twice the next time I see you!

    I’ve learned that storytelling is insanely powerful, so I would also add that I believe storytelling should be part of every marketer’s toolbox. That goes right along with your first belief on how marketing shouldn’t feel like marketing. Storytelling helps achieve that.

  • http://www.shaunanicholson.com/ Shauna Nicholson

    Thanks Nikki!

    The fact that you’ve self-educated separates you from most. I’ve done the same. I’m confident this is the solitary way to stay competitive and relevant (not to mention excited!) as a professional.

    I love the story-telling belief–especially for a PR pro! I’m interested to see how PR professionals use digital tools to create more dynamic stories in 2012!

    Re: Your tweet. Collaborating sounds fantastic. Here’s to an awesome year!

  • http://www.facebook.com/profile.php?id=100003271806825 Dr. Juergen Albers

    Thank you Shauna for this brilliant gift at the beginning of 2012! As a specialist just for a special ‘art’ of marketing – employer branding I couldn’t stronger agree with you! The consumer or in our case, the applicants, has to forget that he/she is viewing/listening marketing stuff.  Only with a state of immersion and – later – panoramic apperception of what is seen we could reach a emotional state, which allows us, to win the whole person (for our company or organization). Thanks again!

  • http://www.shaunanicholson.com/ Shauna Nicholson

    I appreciate your insight on this one. I particularly like the idea of a panoramic apperception–an elegant way to describe the recap!

  • Pingback: ID Tags » The Art of Storytelling in Marketing & How You Can Learn From Chevy

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