Book Business

You will be automatically redirected to bookbusinessmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 

E-Marketing Strategy : 3 Tips for Winning Buy-In for Your Content Marketing Strategy

January 2013 By J.S. McDougall

I hate marketing. And, I'm not always the brightest bulb in the marquee.

These are things I'm happy to admit. In fact, I admit both a bit too freely. Case in point: Last year, after selling my Internet marketing firm, Catalyst Webworks, and publishing my eighth book, #Tweetsmart, I interviewed for a digital marketing position with a national company. I sat at the table with the company's director of marketing. I cheerfully spouted off about all the things I spout off about in this column: branding, valuable content, community building, discovery marketing, and so on. During my rambling I watched as the director's face fell from agreeable to annoyed. After just a few minutes—about the time I gleefully said, "It sounds funny, but I hate marketing"—the director said, "I don't have any more questions. Thanks for coming in." He stood, shook my hand, and walked out. Stupidly, I was surprised. I removed my boot from my mouth, and walked out as well. Also, if you can believe it, I didn't get the job.

Despite all my years in marketing, I committed a fatal mistake: I assumed executive buy-in where there was none.

Click here to read this story in our digital edition, or download Book Business' iOS app to get free access to all our great magazine content on your tablet.

The director across the table from me was a traditional digital marketer. His stock and trade was purchased email lists, banner ad campaigns, pop-ups and SEO—all the stuff I railed against in the interview. I had inadvertently—and with a goofy smile on my face—insulted him.

Companies across the globe are full of executives who believe in the traditional model of digital marketing and may need a little convincing to recognize that times are changing. You may also find that these executives are a bit jittery because their once tried-and-true tactics are becoming less effective. The well of consumer patience for constant interruption is exhausted.

 

Companies Mentioned:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

MORE ON MANAGEMENT & FINANCE >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW