At you know that from time to time. like to break away from posts. Or articles that talk about any aspect of marketing. Whether digital or traditional, to take the liberty. Of launching reflections and thoughts into. The digital cyberspace about and management of marketing.
Few digital watchtowers
Perspectives defend the dignification of marketing, understanding marketing as a discipline, understanding marketing as a science, understanding marketing as a business management tool and understanding marketing .
It is time to unmask false prophets and gurus, street vendors who only know how to sell canned smoke, and who when they have invoiced the money and you are ready to open the jar, they disappear and “nothing” is what the customer is left with (apart from the idiotic face).
Marketing must understood
and applied with dignity, with knowledge acquired and accumulated over years of experience, with methodology, with tools and of course with ethics, a lot of ethics.
We cannot and not forget
that we offer services to companies that seek to advance, to take a step forward in their business models. Therefore, we sell solutions that can range from understanding and knowing your customer, to strengthening a brand or simply establishing communication with your employees.
And you might wondering, what happen
It is becoming more and more common to find company leaders, managers and directors or senior executives who tell me that they distrust marketing professionals, who have sold them projects and ideas but who, when push came to shove, the best thing they could do was to cash out and leave.
Situation sound familiar to
In these cases we find ourselves in the fearful and imperative situation of having to launch a plea to explain to this deceived client what it is and what it means to be a marketing professional, in order to restore a damaged and almost lost trust.
For this reason, this article, which I hope will be one more grain of hope in this long and hard battle…
Traits of a marketing professional
A good marketing professional is mainly characterized by:
Professionalization : as the Royal Spanish Academy (RAE) points out, it comes from the term professional and is a person who exercises his profession with relevant capacity and application. That is, someone who does his job in the best possible way, seeking the best results and with the desire to be better every day, improvement!!!.
The customer comes first : a marketing professional will focus all his efforts on making the customer the center of the strategy he proposes, and will try to achieve the most efficient, optimized and profitable solution at all costs, through marketing processes.
Set goals to meet : marketing
professionals generally always work by setting goals, KPIs, measurement indicators… in short, goals to achieve through action plans and strategies.
Apply methodologies : marketing has and needs the application of rigorous and professional methodologies, which help to implement the established strategies. Without methodology and processes, the final results will not always be satisfactory.
Know and use tools : Marketing tools, as their name suggests, help achieve objectives and develop the action plan that is generated from the strategy. You need to know them in detail and know how to apply them when they are needed.
But let it be clear that tools are not the solution to everything or a magic wand!!!
Training and hours and hours of dedication :
as in every profession, behind good professionals there is the qualification, the hours and hours of dedication, the continuous training, the clients and projects executed and completed, the recommendations…the professional background or curriculum is also important!!!
Ethics is the reason for its existence : ethics consists of establishing the moral duties and obligations that professionals who practice a certain profession must assume. Everything is included in the code of ethics, a document that explains the criteria, standards and values that those who want to carry out a correct professional activity assume.
At this point, the Spanish Marketing Association has developed the a code that we at La Cultura del Marketing have supported.
Obviously you can’t make a robot
portrait, but if you notice this type of attitude or behavior, keep an eye out:
Conceptual rhetoric : these are usually people who talk and talk, with many learned concepts and terms, as well as “anglicisms”. In the end, they do not end up specifying or concretizing anything.
Ideas and ideas but they don’t focus on what really matters to your business : they tend to be people who come up with lots of creative and alternative ideas (which is fine) but they don’t base them on the design of a strategy, they don’t focus on finding a return or profitability, they don’t set objectives… they are paper castles!!
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Convey actually capable of
generally, if you delve into the experience of the projects they articulate or sell, you will quickly realize that it is relative or scarce (this in itself is not bad) for the level of professionalism they want to give or appear to be is greater than what they really are.
Criticizing and criticizing colleagues and similar companies : these are people who always end up speaking badly of other colleagues in their profession, criticizing projects of other professionals, which they themselves would of course have done better…
False smell of guru :
what can I tell you if it is obvious from a mile away… because he is someone who knows everything, who makes sentences, who creates a cathedra in everything he speaks…
Conclusions
Every marketing professional must. An advocate for their own profession, dignify it, professionalize organize your network’s actions effectively with it and contribute to making marketing truly understood as a function to perform qualifi professionals and not a subject that everyone knows about.
Of course, the intention
Reflection is not to create conflict. Or confrontation, but rather the b2c lead opposite: to dignify and unite. To enrich and strengthen in order to continue growing.
