Marketing Isn’t About Being Brave: It’s About Being Effective
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Marketing – Overview
In the world of marketing, there’s a prevailing notion that it’s not about being brave but about being effective. Marketers need to prioritize creativity while ensuring that seemingly bold moves are low-risk and ultimately successful.
Gee Ranasinha
June 6, 2021
There’s a risk in staying confined within industry thought bubbles. Peer reading and listening can cloud your perspective on your job and the industry as a whole. This often leads to strategies that do more harm than good.
For instance, much is written about the poor quality of current marketing, with articles claiming most marketing isn’t fit for purpose. While these observations are valid, contributing to such discussions might inadvertently accelerate marketing’s decline.
The Call for Bravery in Marketing
Many advocate for bolder marketing approaches, encouraging businesses to take risks with their messaging. However, excessive talk about marketing’s lack of creative execution might be self-fulfilling, leading to its demise.
The Marketing Dilemma
Despite having access to numerous tools for crafting relevant and engaging messaging, effective marketing rates are declining. Only 4% of advertising is positively remembered, and the public’s trust in marketers is low.
With the abundance of Martech software and automation, one might expect better results. Yet, marketers struggle to deliver impactful campaigns that resonate both emotionally and intellectually.
The Marketing Training Gap
The marketing industry faces a talent gap, with few young professionals entering the field through formal education. Many individuals mistakenly consider themselves marketers merely because they possess basic design skills in tools like Photoshop or Canva.
The problem is exacerbated by business owners hiring these individuals, even though they often lack formal marketing training. This results in accountants and others making creative decisions based on spreadsheets, unable to communicate their rationales effectively.
Creativity, a language spoken by few, remains underappreciated, with those who master it often kept behind.