100 Things I Know About Marketing

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100 Things I Know About Marketing (Part 1)

I recently read an article titled “100 Things I Know About Design.” It got me thinking, so I started a list of things I know (and feel strongly about) when it comes to marketing. Thanks for the inspiration, Dan Saffer.

1. Brand is a combination of reputation and visibility. You need both.
2. Brand is the art of differentiation.
3. There is magic in marketing. It’s part art, part science layered with intuition, experience, and risk-taking.
4. Marketing sells.
5. Marketing is easy. The best marketing is hard. 
6. Behind all great marketing is a lot of unsexy work.
7. Marketing is creating a memorable experience. 
8. There are no best practices. Test, tweak, test, rollout. 
9. The average consumer attention span is 8 seconds. It’s our job to increase it.
10. If you focus on generational marketing, you are likely missing out on an audience. 
11. Marketing is digital; there is no such thing as digital marketing.
12. Consumers would rather watch a video than read to learn about a product.
13. Your audience is always right. It doesn’t matter what you think; it matters what they think.
14. Marketing is an interruption. The interruption should be welcomed.
15. The marketing process starts with answering a sequence of questions: Why? What? Who? How?
16. Marketers should always be driving sales overnight and brand over time. There are no shortcuts.
17. Crafting the story is a fundamental part of marketing. Bring your consumer on the journey with you. 
18. For marketing to be truly successful, it must be infused through the entire organization. 
19. Data is the support to decision-making, but sometimes intuition and instinct win.
20. Know your audience. There is such a thing as bad advertising. Ex. Selling meat to a vegetarian.
21. Ideation should start without budget limitations. If you had no limits, what would you do?
22. Sometimes the blue ocean is hard to see. Stretch your mind.
23. Great campaigns rarely start by staring at a computer. Explore, travel, experience.
24. Marketing is taking risks. 
25. The purpose of branding is to create conversation, a point of differentiation, and an experience for the consumer. You are ultimately securing your position in the market.

Check back for Part 2 in the next Modern Marketer.

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