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June 15, 2004
Is marketing hard?
John Porcaro: Marketing Is Hard John at Microsoft talks about how hard it is to get Marketing right. And Kevin Schofield gives a nice set of tips about the ingredients required and notes that "Marketing is a difficult discipline, that requires both theoretical and practical knowledge. Just as marketing people should respect technical people, technical people should respect marketing people." Here here. But does marketing have to be so hard? Well, we think, at least the core elements don't have to be. Marketing strategy is not voodoo or a mystic rite. It does not have to be something that only high priests are allowed to practice. It is a process a method. And while yes it requires creativity, once smart people take the time and discipline to understand the system they will have the tools and judgement required to make it a clear, not mysterious process. That's what this Marketing Playbook thing is all about.Posted by johnza at June 15, 2004 03:49 PM
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Comments
as someone who faced the notion that, compared to engineers, marketing people were the lowest order life form (much lower than salesfolk), i totally agree with this. and i laud the perception, especially from technical folks, that the technique of marketing is in fact very sophisticated. i just think that while hard and in fact really hard to do well, it is not a big mystery. it is knowable. it is doable.
here's to us marketing folks with the courage to try and to do.
Posted by: johnza at June 15, 2004 08:01 PM
Now don't go blowing the big secret! We're trying to make engineers (and our bosses for that matter) think it's rocket science!
The main point I think Kevin was making to Scoble was that it's easy to criticize things like advertising, but there are lots and lots of variables, steps, processes, and decisions involved in successful (and even unsuccessful) campaigns. I imagine your marketing playbook is a result of a lot of smart, strategic thinking.
Posted by: John Porcaro at June 15, 2004 04:13 PM
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