Marketing Employees - Wake Up And Start Doing Your Job

Too many marketing professionals are attached to the old marketing methods

. Here is the problem with the old school methods in a nutshell: they barely, if at all, take the power of the Internet into account. As a recruiter, I've seen this first hand. While the web has become so thoroughly integrated into everything we do that it is hard to imagine life without it, many companies are still not using it to it's full potential. When our recruiters are interviewing candidates for marketing positions, they look for the applicant to have a working knowledge of online marketing techniques. They do not necessarily have to be an expert, but they should have an idea of what the current trends are how they might be incorporated into pre-existing marketing plans. If you ask a cardiologist about a new theory on cholesterol and how it affects the heart, they will know. Or let's hope they will.

Marketing professionals are too attached to outdated tactics involving print, television and radio. Much to my surprise, our recruiting firm got three requests from print media related companies to hire new sales and business development professionals. I had no idea what to say to these prospective clients. How was I going to find a younger professional to leave their current job to sell print marketing material? This is no longer exciting and no longer very functional. Radio marketing is almost dead as Sirius Satellite Radio has taken over local stations. Television marketing has put up a good fight, but with TiVo and DVR becoming a household standard, I perceive that it is on its way out as well.

In the middle of May I was speaking with a smart marketing professional who was in the process of interviewing for a social media sales position with one of our clients. As we were chatting, we began speaking about a particular article I had written for my website. Unbeknownst to him, I had used it as a SEO landing page as well. He told me that nobody was going to read the article because it was too long. He also told me that the picture on the page should be on the upper left hand side of the page (essentially the opposite of where I had placed it) due to some form of image related psychological perception and thought process on the part of the reader. What this individual failed to take into consideration was that what mattered most was not whether or not an actual person would read it, but whether a search engine would be able to pick it up and recognize the content as relevant to my business.

Here is my standpoint:

Many marketing divisions have to outsource all of their social media and online marketing for no other reason than that nobody wants to learn it. Unfortunately this means that many marketing employees just become decision makers. Worse than that, they are uninformed decision makers and the smart vendors (social media, SEO, online marketing vendors, etc.) take them to town. These vendors all have one similar pitch and it seems to work. It is nearly always some variation of the following, "Hey, our company did online media for this famous company and that major business organization, therefore we are top notch." Unfortunately, this selling point, as simplistic as it is, works like a charm. I would compare it to taking candy from a baby, but I love my nephew and niece and would not want to insult their licorice holding capabilities.

Believe me when I say this: the good times are not going to continue to roll. There is going to come a time, and it will probably be soon, that these corporations get fed up with their media vendors and begin to ask what their well educated, expensive marketing force has been doing for the past few years. I can promise you this: if Microsoft was to give me a 2 million dollar budget, they could fire about 10 million in marketing payroll salaries and I would replace them with the best of the best.

by: kas ksundheim

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