Marketers speak a language that is neither consistent nor relevant to other managers....
So it's no wonder that marketing is misunderstood and underappreciated in most organizations. Let's address consistency now; relevancy is for another time.
Consider the most overused word in business: "strategy." When marketers use the word in your organization, what do they mean?
Would they refer to "strategy" as any communications approach or method...as apparently McKinsey (the highly regarded management consulting organization) does, as we read in a recent article about call centers .
Or would strategy be used to refer to who you are targeting or how you can beat the competition?
When the editorial team at MarketingProfs surveys its readers to learn about topics of greatest interest, marketing strategy always comes out on top. Problem is... the editors don't know what the readers mean, exactly.
If marketers use the word "strategy" in your organization, do they always mean the same thing? If not, you want to clean that up.
As Allen Weiss has written, and, as he and I write in Marketing Champions, our forthcoming book from John Wiley, inconsistent language is the surest way to kill your marketing strategy.
Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Content Articles
You may like these other MarketingProfs articles related to Content:
- Three Priorities and Best-Practices for B2B Marketers in 2025
- Which AI-Driven Tactics Have Been Most Effective for Marketers?
- The Future of Personalized Marketing Content [Infographic]
- The Top 50 Podcasts in the United States [Infographic]
- Which Content Tactics Make People Unsubscribe From Brands?
- Content and Messaging Strategies for Long-Lifespan Products