The internet is the ultimate channel for knowledge aggregation, targeted marketing and social networks, not to mention retail operations. It is cheap, scalable and most importantly its reach is ubiquitous. Repetition of efforts is minimized because sharing of experiences and learning is maximized. This is true from software developers to the genome researchers.
Look at the diamond but talk to the cutter
Massive databases live online for the sole purpose of streamlining the collaboration of scientists across the world with the objective of making the world a better place.
This collaboration applies to business and marketing roles as well across any industry. But there is a key difference between the scientist role (developers, genome researchers) and the marketing role on the internet. The marketeer has thought of the impact that knowledge sharing needs to have in order to advance a marketing agenda. Therefore, if the sole purpose of a marketing role is to facilitate the sharing of information by others then the strategy behind it and the thought of a well-oiled marketing plan gets overshadowed by the results. That is ultimately the best measure of success for a marketing role.
The execution of a marketing role needs to be subtly flawless so that the reactions it obtains are organic and the importance of the creator fades into the background. Achieving the final goal is what matters.
But if the execution is flawless and the knowledge sharing about the strategy is protected then how do you learn from their experience? How do you get to the core?
People by nature want to share their experiences. Since these flawlessly executed marketing roles manage to carefully and purposely fade the creator into the background, then it is important to step back and talk to them face to face. Talking to the brains behind flawless marketing campaigns is where most of the value resides.
Over the next few posts I will be summarizing my learnings from hearing and talking to Cisco Systems and other companies executing flawless marketing and about the strategy that holds their marketing message together. The glue that keeps their image crisp and ever innovative.
I looked at the diamond and then talked to the cutter.
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