BACK TO BASICS
I love to watch cooking shows because… well, I love to cook. Recently, I have seen a shift in show themes – taking classic dishes and “re-inventing” them – getting back to basics with a fresh approach. I like that idea. I also think this should be a good lesson for marketers: reinvent the classics with a fresh approach.
I’ve seen over time, due to the economic climate and various other reasons, a lot of attrition at major companies. Out with the old (and highly paid) and in with the new (and less expensive and less experienced). While this may not be in any company’s best interest (losing valuable resources), it is a reality.
So I see new email marketers who may not be as experienced with the “classics” – classics being best practices. What to do? What not to do? Let’s add the latest “fresh ingredients.”
A lot of experts continue on exploring and expounding the leading edges of new technologies, advanced testing techniques, how new technologies and applications are being integrated in the mix and their impact on client initiatives. That’s GREAT. They are, or work with, clients that are above Marketing 101 or 201, and continue to be a never ending supply of great information.
But where do you start as a new marketer trying to make your way in an ever confusing world? Get back to the basics. Crawl, walk, run.
Take an honest assessment of your own knowledge, resources, NEEDS and budget. Then start with square one, fresh ingredients and get it right the first time. From there you can build an incredible marketing program over time that will turn heads, lift your ROI and make your CFO smile.
