Marketing Advice to Prevent Failure

Designed to #FAIL

I wish clients could hear the thought-processes going on in the minds of veteran marketers when what they think they are saying really sounds more like this: “We’re going to go ahead and F’ this one up. Outdated customized website development requiring huge hidden costs of doing business with us, because I know a guy who designed our last website ten years ago, and I am not into trying new things. Basically, we’re going to be inconsistent in our expectations and not listen to input from trained and experienced experts. In short, we are designing this to fail.

Are you designing your marketing to fail because of what you think you know about web marketing? Or because your decision maker “knows a guy”? If you have strong opinions and no particular strong understanding of the technologies and best practices currently, chances are you are designing your marketing to fail in an epic way.

Want some good advice?

Listen to someone with ample experience with these tools and types of campaigns. Do some initial homework on current best practices and tools available on your own, and then use that as a gauge for your conversations. If you simply “feel better” when talking to a particular person on the phone, chances are you are buying snake oil, or are about to.

The reason I bluntly ask questions and throw up perceived obstacles is because I understand that it’s my job to do that. If I don’t do that, I’m not doing my job as a marketer. And while you may think a buck is a buck to a marketing firm, in reality it is not like that. We want case study worthy clients and accounts, not projects and campaigns that are doomed to #failure.

Mark Brimm
Mark Brimm is founder and Marketing Director @ 123interface.com and author of AdWords University and The SEO Instinct.

15 thoughts on “Designed to #FAIL

  1. You’re right. Some marketers still believe in the old methods they’ve been using and most times things don’t work as expected. New techniques emerges every now and then and to succeed one needs to be updated with the current trend.

  2. Superb advice. This means one has to be current at all times, familiarize with the current trends, In fact you need to update yourself with the current technology in order to get going. Marketing is really taking a different shape. Nice piece.

  3. Campaigns can be so unpredictable. I think you’re right about clients needing to stay grounded and avoid the king of the equation mentality. The client is usually wrong and nobody has dared to bring it up by the time you get to them.

  4. What if I came up with my own campaign and then asked someone with experience?
    I think we could learn more that way, and practically on our own.

    Great post anyways!

  5. More companies should really slow down and pay attention to their competitors more, and then turn to their marketer and say “I know what I need to do. How do I get there?”.

  6. This article is good in many ways, first of all, it kind of makes people think what might actually hit them when associating with web marketing and such, but it also might make them abit more responsible.

    Worth reading!

Leave a Reply