We work in an industry still blighted by interruption selling. Whether its tactless telesellers, spam emailers, texters, tweeters and bloggers, junk mailers, pop up producers, door steppers or any of one hundred others, the good name of strategic marketing is harmed by activities carried out in its name.
I think there is a role to expose bad marketing as it threatens the livelihood, future career and overall employability of every strategic marketer who fights daily to deliver marketing that is insightful, high impact and delivers to the bottom line.
The underlying problem though, I think, is perspective. One person’s spam in another’s content. It will take education and time. But strategic marketing, where we deliver engaging, relevent content to audiences that will be engaged by it is about recognising that perspective and responding in the right way.
To me, if you don’t take this approach, or are lazy in this regard, what you’re doing isn’t marketing. It’s promotion. And if you need definitions, you need to go back to school. Because soon, your lazy ways will be exposed for all to see.