Why Marketers Struggle and What to Do About It
Marketing departments are understaffed, overworked and required to do quantitative and creative work. No wonder marketers are struggling. How does Erin Collis deal with the variety of tasks all marketers face? What can leaders do?
F. Scott Fitzgerald is credited with saying “The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.”
But most marketers are holding dozens of ideas in their minds, many of which are in opposition. And then these poor souls are expected to be creative and thoughtful amidst all of this.
I experience it. The people that attend my seminars and workshops experience it. And I believe it is a barrier to a culture of experimentation in marketing, product development and more.
I can bring book authors or consultants or titans of the industry on the Intended Consequences podcast any day, but today, I want to help you step outside of yourself.
Erin Collis and Brian Massey on Intended Consequences Podcast
Carl Jung defined Projection as our tendency to project subconscious thoughts onto other people. He believed studying our thoughts about others would lead us to breakthroughs in our own life and work.
I want to help you see your own challenges through the eyes of another marketer like yourself or the people on your team. It is difficult to see ourselves in motion, so you’re welcome.
Erin Collis has a lot on her plate, as I suspect you do. Erin is Marketing and Communications Manager at Corradi USA. I picked her almost at random to join me and talk about the challenges of being a digital marketer in 2019.
She attended one of my full-day workshops, but we aren’t going to talk about that. Instead, I want you to listen to the advice you would give her. My guess is that this advice is exactly what you need.
As you listen, pay attention to what you are projecting onto our conversation. Would any of those thoughts apply to you?
As always, stick around after the interview for my “When you get back to the office” segment.
Marketing mix.
From these magazine [ads] we can’t see what’s happening with them, or if they’re even making an impact.
Agency digital marketing data.
The data that [the agency] sent to us, we couldn’t understand. And we didn’t see any uptick in sales or recognition.
Building and maintaining relationships (digitally).
A majority of our business currently is offline business, but the value that we have to offer our customers — our dealers — is offering them services making it easier to sell the product.
When you get back to the office…
I found our discussion about creative time most interesting. When do you get to settle in and write, or design or get curious?
For me it’s Friday afternoons and certain mornings that I delay coming into the office.
But I realized I never put that on my calendar. I never carve out time to let the competing thoughts in my head quiet down and let my curiosity take the wheel for an hour or two.
Do you do this? Should you do it more?
That’s all this week, scientists.
Transcript
Click in the content to hear that portion of the podcast.
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
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