The Absolute Truth About Marketing
Saturday, April 01, 2006
  Do you make these mistakes in marketing? Part 12
[ ] Letting your agency do your thinking for you. When all you hold in your hand is a hammer, everything looks like a nail. Ad agencies are not capable of giving strategic advice about anything other than advertising. I’ve seen it time and again. They are consulted about a brand issue or marketing issue, and the solution is always a 30 second commercial.

[ ] Not capturing your corporate knowledge. Most organizations let their intellectual property walk out the door every night. Sometimes it doesn’t come back. Particularly if you are an ideas-based organization, you need to do the boring bits of recording projects and their results and building a corporate masterfile. Or you are like a leaky bucket.

[ ] Failing to turn over your marketing minds. It is not good for an organisation to allow the marketing director’s seat to be occupied by the same person for too long. I recently came across a case where the same guy had been in the job for 17 years. It’s not good for him – he is so busy defending the status quo (looking backwards) that he can’t move forward – and it’s obviously not good for the organization.
 
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Make a big mistake and you learn the Absolute Truth. Mistakes are the only teachers. Why not rely on other people's mistakes to avoid making your own? Learn marketing secrets, tips, hints, insider information, strategies, tactics, ideas, plans decoded, and more... Search engine marketing, email marketing, Internet marketing will be added soon.

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