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eMarketing InformationMarketers: Are We Deed Dumb?
by:
Otilia Otlacan
Nice morning, you fellow marketers! Well, you do not have to give me that look, there is always a morning coming up somewhere (what a cheap cliche!)
Have you been online later? I suppose so... Was there nothing to bother you, on the thousands of sites dedicated to marketers, or at least claiming to contain marketing-related resources? Personally, I cannot finish being ceaselessly distressed by a curious writing phenomenon: the large
figure of articles with amount enclosed
in their titles. Still do not cognize what am I talking about? Here are several dreadful examples: "5 Steps to Easy...", "20 Tips for Better...", X – that, Y – other, all of them promising either dramatically raise in your marketing audience, dumbfounding sales boost, the perfect marketing plan, the greatest sales letter ever written, free promo campaigns. The list can go on forever and keeps on amazing you of how easy a marketer's life would-be be if we simply follow those "guidelines", "rules" and "tips".
Is that true? Have those writers discovered several sort of a simple wisdom that the rest of us are not yet aware of? Hardly possible... tho'
this aspect is not striking people, otherwise why would-be we see so many a pieces of amateurish writing?
With that type of articles, writers bring a brobdingnagian ill turn to the professional marketing world. First, they promote the idea that "marketing" is a simple thing to do. Only if you are mentally cretinous (no offence meant), you do not understand and cannot apply those easy simple rules, glorious pieces of advice. Take several time and look at the titles: all but all of them contain cheap pick-up words such as "easy", "simple", "tips", causation the idea that the subject is accessible to anyone. No, it is not, and we must face it.
Second, a beginner bourgeois seeking information on how to start / how to develop his business power reach the conclusion that marketing, sales, promotions, are fields that do not require a professional to handle them, it is ample for him to follow step by step the "great tips" he finds online at every corner. Why then we wonder once
so many a small businesses fall apart about us?
At last, students who are involved in any major related to marketing, they power fall into the trap of thinking theory and study is, well, not quite important. Any problem can be resolved
by applying several of the tricks the online earth is full of, and here they are, no need of thinking, no need of developing a strategy... why did they register for expensive, time – intense
universities in the 1st place?
You power say this sounds paranoid, and you would-be not be too wrong. The intention of the above statements, with all their intended exaggeration, is to ring a bell.
Another issue is that of the audience and the intention of the writings discussed here. Since they are publicised mostly on sites claiming to offer marketing resources for the professionals, we power assume this is the target audience. Still, it is really doubtful that true professionals would-be bother to see thing
entitled "Increase your sales – 10 easy tips", unless several morbid curiosity or a weird sense of humor drives them on. Why? Because they cognize there is nothing new under the sun, those "tips" are simply rewritten old principles, same content with a several cover. Taking a better look at the content of the "incriminating" works, one can recognize the principles educated in school, now extremely summarized and simplified, written in a really accessible language level, and in most of the cases conferred as the authors' really piece of mind. Well, if the professionals are not the audience, then who is? Students? They are stuck with their large
books trying to become the next Prince Kotler... Mayhap business owners? No... they must have either hired being or they got busy running the business themselves, unaware of the Z number of advices waiting to be read.
It means we return to the 1st assumption, that the number – entitled articles address to the marketing professionals. And, hey, all but forgot to mention that the author is, in most cases, a "marketing guru" (I am afraid by this guru thing!) From this point, the real worries begin: since once
the level of expertise
down
so much? Are we losing our creative thinking? Can't we move up with thing
new anymore? Do we need those cheap works to have us promoted?
... Finally, are we deed dumb?
Just simply about the author:
Otilia is a certified Marketing advisor with skillfulness
in e-Marketing and e-Business. She developed and teach her own online course in Principles of Marketing (http://class.universalclass.com/emarketing). You can contact Otilia through her Marketing resources portal at http://www.teawithedge.com
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