Who Wins When Big "M" Marketing and Small "m" Marketing Battle?

One of the truths about living in the modern world, both online and off, is that our lives are stuffed with marketing experiences. From a perfectly designed cereal box to a banner ad that makes way too much sense, they come in many forms. Wherever we travel, someone is always reaching out and trying to convince us that there's value to their product or service. Some of these efforts can be irritating and obtrusive, but other times they show up exactly when needed. When that happens, it almost seems magical.

 This got me thinking about the unique way a marketing strategy is assembled. There is so much thought and effort that goes into it, but no one sees all the gears or wonders how each piece came to life when it's effective. Instead, they're interested, delighted or informed. An effective marketing plan answers questions, ignites curiosity, or allows people to envision a new possibility.

 Because I work behind the scenes, I get to see all the stops and starts, the messy in-betweens, and the long discussions that lead to quick decisions. The whole process is more complicated than some might realize. However, one thing many thought leaders agree on is that the marketing process is comprised of two parts. I'm inclined to believe they're right. The two parts are called big "M" and small "m" and, if we're being honest, things can get a little competitive between the two.

 Let's dig a little deeper and see which comes out on top when the two marketing branches are forced to battle each other.

Big "M" packs a heavy punch.

 Big "M" comes out first and tends to start strong. This is where we get bold ideas, exciting visions, and dramatic pitches. When people think about marketing, often they have a mental image of Don Draper in a fancy boardroom selling an innovative strategy to an entranced client. While that's not always exactly how it happens, the ideas Don pitches in Mad Men tend to be big "M" stuff.

 To be fruitful, big "M" needs to answer a number of important questions:

 -         What markets should the business target?

-         What tactics would reach those markets?

-         What branding and messaging would best resonate with those markets? What's the best way for the business to communicate its identity and value?

-         How should these strategies evolve over the coming years?

 The fact that big "M" grapples with these kinds of questions means that the resulting work tends to be very closely linked with a business's identity. There's something exciting about this part of marketing. Because it unifies all the moving parts with a common vision and goal, it's almost like the work of a general developing a masterplan.

 "Your brand is so much more than what you sell." – Jon Iwata, Senior Vice President of Marketing and Communications at IBM

Small "m" gets the details right.

 At first glance, small "m" seems like a less certain contender. After all, it does have the word "small" in its name. However, you'd be unwise to bet against it. The primary function of small "m" is to get the vision created by big "M" out into the world. This is where all the legwork happens, as small "m" crafts each of the tendrils reaching out to customers in a multitude of different ways. If big "M" is the strategy, small "m" represents all the tactics and execution required to enact that strategy.

 Small "m" has a different set of questions to answer:

 -         What's the best way to generate leads?

-         How can engagement be boosted?

-         Which platforms yield the best results?

-         Which tools allow marketing processes to occur most effectively?

-         What do the numbers reveal and how should that affect future endeavors?

 Small "m" involves a lot of complex tasks and can change very quickly as the modern world evolves. A tactic that works well one day may not always be reliable, so adaptability is key. People who do the work of small "m" are also one step closer to the customer and likely have a more intimate understanding of how customers respond to both marketing strategies and tactics.

 "It isn't just creation and promotion; it is process as well. I think that's what a lot of people forget." -Neil Patel, Co-Founder of Crazy Egg, Hello Bar, and Kissmetrics

Speaking of which, what kind of folks will you find in small "m" and big "M"?

 There is often a culture difference between small "m" and big "M" and you'll frequently find different types of folks filling these roles. If you're a recent grad who is planning their career, or just someone who is trying to figure out where they fit best, it helps to know the characteristics and interests of folks working in each branch.

 People who operate best in big "M" jobs tend to:

-         Be excited by big ideas

-         Have a tendency to work problems out strategically

-         Possess an innate understanding of what customers need and desire.

 The types of folks who excel at small "m" jobs:

-         Are passionate about getting things done on a day-to-day basis

-         Enjoy digging into the details

-         Possess an effective understanding of how best to affect customer behavior

 Both big "M" and small "m" require a mixture of creativity and pragmatism. It's important to be able to generate new ideas and approaches, but also accept when something isn't working. I'd also like to make sure I address the importance of staying up-to-date with new technologies and trends. This applies to any marketing position.

 The marketing environment does seem to be shifting. Because of these overlaps and because of the way some new marketers are being trained, the line between big "M" and small "m" is beginning to blur. There are many professionals who have a decent grasp on both. It will be interesting to see how this development continues to influence collaboration and cooperation between the two branches.

 "Whether it's B2B or B2C, I believe passionately that good marketing essentials are the same. We are all emotional beings looking for relevance, context, and connection." – Beth Comstock, author and former vice-chair of General Electric

 Who is the ultimate fighter? And how are current trends leaning?

The overlap between skill sets and knowledge makes it trickier to crown an ultimate fighter. But I cannot discard the premise of this article! After all, plenty of smart people will spend hours happily arguing the superiority of big "M" over small "m" or small "m" over big "M." I will attempt to do the same.

 Big "M" does have an early advantage. At first glance it seems much more glamourous. All those huge ideas can be very exciting and there's a lot of impact in providing direction and clarity. Owners and CEOs are frequently enamored by agencies selling them "M" and, truthfully, big "M" is mandatory. Businesses must understand their service offerings, value propositions and competitive strengths (or lack thereof).

 But I've been doing this kind of work for a long time and too often I've seen companies spend all their time and resources on "M" while failing to understand the importance of "m." Sure, "M" is everything, but without "m" it is nothing.

 Small "m" shows up to work every day, digging into the fun, nerdy details and figuring out the perfect execution. It drives engagement, builds loyalty and ensures congruency of messaging. Not only does small "m" have a closer relationship with actual customers, but it is technical, forever changing and driven by data and metrics.

 So, I must admit that the premise of this article, where I force the two branches to battle, is ultimately flawed. Big "M" and small "m" shouldn't be standing on opposite sides of the ring. Instead, they should be partners, fighting for the same team. A successful marketing plan is one that integrates big "M" and small "m" well, with a willingness from both teams to adapt and listen when changes are required.

 Some days big "M" absolutely needs to step forward and take on a larger role. For example, focusing on big "M" when sales are going well can be a fruitful approach. If a business is shifting focus or rebranding, then that's also an important moment to let big "M" take the lead.

 But small "m" will always be important. A great small "m" can achieve amazing results. Theoretically, small "m" can also make up for shortcomings in big "M," but big "M" will always be reliant on an effective small "m." In the best of all possible worlds, the two have each other's backs, communicating efficiently and growing cooperatively as new strategies and tactics are required.

 So, who is the loser? Ultimately, a business loses when their small "m" and big "M" fight. However, everyone wins when they work together.

 "An idea can turn to magic or dust, depending on the talent that rubs against it." – Bill Bernbach, icon of advertising