buyers won’t buy reluctantly.
Posted: Mon Dec 23, 2024 4:18 am
Digital marketing is always changing.
The pace of innovation in digital marketing changed with the rise of the internet. Prior to that, we had relied on the same few marketing channels for nearly a hundred years: radio, TV, outdoor advertising, and direct mail.
Consider this (non-comprehensive) timeline of paid channel launches.
Non-comprehensive timeline of paid channel launches.
Sources: FCC, Quartz, Study, Search Engine Land, Mashable, Facebook, Twitter, Axios, and Tech Crunch
More than half of the channels mentioned above originated this century, and new channels like Clubhouse and Discord continue to emerge, each with their own unique culture.
Even mature marketing channels are constantly changing. In 2021, Facebook, new, and Google will update its search algorithm in May. Google recently announced that it will abandon all user-level tracking next year.
This means marketers and brands must relearn how to win on Facebook and Google, or explore new channels.
The shelf life of marketing expertise is getting shorter and shorter. New digital marketing experts keep popping up, while established experts keep losing their edge.
New digital marketing experts keep popping up, while established experts keep losing their edge.
If you were a great Facebook marketer in 2018 — now, it’s largely irrelevant.
Three Reasons Marketers Should Have Hope
There may be some dysfunctional qualities to the marketing market, but the industry is not doomed. If I thought it was doomed, I wouldn’t have started MarketerHire.
In fact, marketing is searching for a new normal. At MarketerHire, we’re creating the new normal and solving the industry’s problems from the ground up. None of the problems I listed above need to exist forever.
Here are three reasons I’m hopeful — related to why marketing has been experiencing growing pains lately.
When properly educated,
People who hire marketers often don’t know much about marketing, especially at startups. This leads to unrealistic expectations – whether it’s the founder saying “I can do this myself” or “I can hire a rock star to do all my marketing.”
I tell founders that hiring a marketer is like hiring a plumber to fix the pipes in your house. It’s a skilled, specialized job that requires a professional. No one is looking for a “rock star” plumber, or a plumber who can do interior design.
No one is looking for a “rock star” plumber, or a plumber brazil telephone number who can do interior design.
Having well-run plumbing isn’t going to instantly increase your house’s value to millions of dollars, just like good marketing alone isn’t going to skyrocket your company. But if you hire an expert, you can eliminate the marketing variable and focus on everything else – and that’s a gift to any company.
Put it this way, and the founders get it.
If someone pressure-tested the sellers’ expertise, there would be no difference in the quality of the sellers.
So at MarketerHire, that’s exactly what we do – we require marketers to have expertise. No marketer is an expert in everything.
While the digital marketing funnel has changed, the marketing fundamentals haven’t.
When new channels and trends emerge, it doesn’t completely disrupt marketing as we know it. The core principles apply to all channels, online and offline.
The core principles apply to all channels, online and offline.
Know your customers. Meet them where they are, in terms of channels and messaging. Don’t beg them for money – provide them with value. Make data-driven decisions, but don’t ignore your gut. If you want your prospect to take action, include a CTA.
This is key to the success of direct mail, and it’s key to the success of my football blog – even though direct mail is mostly analog and the blog is purely digital. The internet hasn’t changed everything.
The pace of innovation in digital marketing changed with the rise of the internet. Prior to that, we had relied on the same few marketing channels for nearly a hundred years: radio, TV, outdoor advertising, and direct mail.
Consider this (non-comprehensive) timeline of paid channel launches.
Non-comprehensive timeline of paid channel launches.
Sources: FCC, Quartz, Study, Search Engine Land, Mashable, Facebook, Twitter, Axios, and Tech Crunch
More than half of the channels mentioned above originated this century, and new channels like Clubhouse and Discord continue to emerge, each with their own unique culture.
Even mature marketing channels are constantly changing. In 2021, Facebook, new, and Google will update its search algorithm in May. Google recently announced that it will abandon all user-level tracking next year.
This means marketers and brands must relearn how to win on Facebook and Google, or explore new channels.
The shelf life of marketing expertise is getting shorter and shorter. New digital marketing experts keep popping up, while established experts keep losing their edge.
New digital marketing experts keep popping up, while established experts keep losing their edge.
If you were a great Facebook marketer in 2018 — now, it’s largely irrelevant.
Three Reasons Marketers Should Have Hope
There may be some dysfunctional qualities to the marketing market, but the industry is not doomed. If I thought it was doomed, I wouldn’t have started MarketerHire.
In fact, marketing is searching for a new normal. At MarketerHire, we’re creating the new normal and solving the industry’s problems from the ground up. None of the problems I listed above need to exist forever.
Here are three reasons I’m hopeful — related to why marketing has been experiencing growing pains lately.
When properly educated,
People who hire marketers often don’t know much about marketing, especially at startups. This leads to unrealistic expectations – whether it’s the founder saying “I can do this myself” or “I can hire a rock star to do all my marketing.”
I tell founders that hiring a marketer is like hiring a plumber to fix the pipes in your house. It’s a skilled, specialized job that requires a professional. No one is looking for a “rock star” plumber, or a plumber who can do interior design.
No one is looking for a “rock star” plumber, or a plumber brazil telephone number who can do interior design.
Having well-run plumbing isn’t going to instantly increase your house’s value to millions of dollars, just like good marketing alone isn’t going to skyrocket your company. But if you hire an expert, you can eliminate the marketing variable and focus on everything else – and that’s a gift to any company.
Put it this way, and the founders get it.
If someone pressure-tested the sellers’ expertise, there would be no difference in the quality of the sellers.
So at MarketerHire, that’s exactly what we do – we require marketers to have expertise. No marketer is an expert in everything.
While the digital marketing funnel has changed, the marketing fundamentals haven’t.
When new channels and trends emerge, it doesn’t completely disrupt marketing as we know it. The core principles apply to all channels, online and offline.
The core principles apply to all channels, online and offline.
Know your customers. Meet them where they are, in terms of channels and messaging. Don’t beg them for money – provide them with value. Make data-driven decisions, but don’t ignore your gut. If you want your prospect to take action, include a CTA.
This is key to the success of direct mail, and it’s key to the success of my football blog – even though direct mail is mostly analog and the blog is purely digital. The internet hasn’t changed everything.