Twenty Assertions About Marketing

Aug 17, 2021

I’ve now been in the marketing industry for just over twenty years. I studied marketing at University, however it took me several years to understand how it could be properly applied. I think that’s because as a junior marketer I was caught up in marketing tactics.

It was only as I started to understand how business worked that I could gain more perspective about how marketing could work.

Now, I’m in the process of evolving my brand and as part of the thinking behind this, I started to reflect on where my brand started and where it sits today.

I realised that I have learnt a hell of a lot along the way.

  1. When we partner with people and organisations that align with our values and aspirations, we do our best work.
  2. When we ignore our gut feeling and choose a client, supplier or opportunity for the wrong reasons, we compromise our integrity.
  3. That absolutely every person alive has the ability to be creative, but so many have spent too much time telling themselves they are not. You are.
  4. It’s OK to make mistakes – as long as we learn from them.
  5. Strategy is ineffective without tactics and tactics are ineffective without strategy.
  6. While failure can be painful, it is fleeting.
  7. An insatiable curiosity is a serious strength in marketing.
  8. There is so much to learn from our failings, but only if we are prepared to be curious and brave.
  9. Our industry is in a constant state of innovation and iteration but an appreciation of the founding principles of marketing will always guide good decision making.
  10. There are many interpretations of marketing. This means that sometimes the role of marketing will get confused with tactics such as advertising, branding and design or communications. For the record, all of these fall under the umbrella of marketing.
  11. Marketing is not sales. But it sure as hell can help get you some.
  12. Marketing can not only inspire your customers to become ambassadors, it can also inspire your team and other stakeholders to become raving fans – this is infinitely powerful.
  13. Marketing cannot exist in isolation. Marketing is most effective when it is aligned with an organisations objectives. If your business has not landed on those objectives yet, put the marketing on ice until it has.
  14. That marketing is seriously under-rated and under-valued in many organisations. My guess is that this is for reasons outlined in point 10.
  15. It makes complete sense to measure whether your marketing has achieved the goal that it set out to achieve. However, there is more to measurement than just digital metrics and sales. True marketing measurement takes into consideration data AND emotional reasoning.
  16. You can never have enough conversations with your customers. Refer back to point 8.
  17. The people who are your customers will always connect more with the people behind your brand than they will anything else that you have to offer. There is a place for automation and wizardry, however human to human connection is in our DNA.
  18. You don’t have to spend a lot of money to ensure results from marketing. You do however need to be committed to a consistent and persistent approach. If you are out of sight you are out of mind.
  19. If you are pushed for time and resources and you can only focus on getting better at one thing in marketing – make that one thing your customer.
  20. Not all marketers adorn themselves in bright colours – that’s just me!