CORE Marketing

Forrester is touting its “CORE” marketing principles. In my opinion, it’s just re-packaging common sense – and maybe proliferating the problems that arise from naming and creating silos. That’s ironic since one of the quotes in the article is about breaking down silos.

I understand the need to name stuff and put it in buckets but there is a drawback to that. Every time you name something, you may be creating a silo. And Forrester is doing just that with its CORE principles and interactive marketing. For the last 15 years, I’ve been what I would call a “marketing manager.” A generalist position responsible for growing a business through intelligent and effective marketing. I use whatever technique is best to reach my target audience and gives me the best ROI. I don’t care what you call it. It may be:

  • “inbound” marketing
  • “outbound” marketing
  • “interactive” marketing
  • “direct” marketing
  • social media
  • advertising
  • SEO and SEM
  • digital marketing
Etcetera, ad nauseum. A marketing person needs to use whatever works best in the particular situation and to reach the specific target audience. We need a really big toolbox with a lot of tools. And we probably won’t throw one out even if it is “out-dated.” Hell, I’ll use billboards if it makes sense.
Take direct mail. I need to reach executives. Let me tell you, you won’t reach many of them with email. But you likely will have better success with traditional mail. Or even very targeted TV ads. It all comes down to these questions:
  • who is my target?
  • where do they go for information?
  • what are the best ways to influence them?
I understand (and heavily leverage) the need for specialists. Someone who gets SEO or copywriting or email best practices. But those “silos” should be integrated as needed into an intelligent marketing campaign. However, sometimes giving names to things creates those silos we really don’t want.
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