{"id":3012,"date":"2015-09-05T13:54:42","date_gmt":"2015-09-05T17:54:42","guid":{"rendered":"http:\/\/www.jcmcom.com\/jcmblog\/?p=3012"},"modified":"2015-09-05T16:44:38","modified_gmt":"2015-09-05T20:44:38","slug":"whats-a-critical-marketing-best-practice-that-is-often-overlooked","status":"publish","type":"post","link":"http:\/\/www.jcmcom.com\/jcmblog\/2015\/09\/05\/whats-a-critical-marketing-best-practice-that-is-often-overlooked\/","title":{"rendered":"Which critical marketing best practice is most often overlooked?"},"content":{"rendered":"

\"JC<\/a>I LOVE marketing<\/strong><\/span>\u2014especially in the field of advertising and branding!<\/em> And as much as I LOVE doing it … I LOVE talking about it<\/em>.<\/p>\n

Marketers like our JC Marketing Communications team enjoy the verbal & mental jousting that leads to impassioned, spirited debates. The result<\/em>\u2014Our client WINS.<\/strong> Imagine that? We fight hard NOT to be right, but for the sake of our client\u2019s mission<\/em>\u2014which, is focused on their return on investment (ROI). They put out \u201cgood money\u201d and NEED to get back a major reward.<\/p>\n

In this business of marketing & advertising … you have to have a voracious appetite for learning<\/em> … because it\u2019s through the \u201clearning you can do the churning.\u201d<\/strong> <\/em>You cannot provide innovation and achieve your client\u2019s desired outcomes without putting in the work. Personally, I find it fascinating \u201cwhy people make the choices they make. Particularly when it comes to purchasing decisions. <\/em><\/p>\n

I love learning what is considered a \u201cclean & classy layout\u201d to one client in an industry … but that exact same layout is \u201cboring or ordinary\u201d to another client in that same industry. I love understanding why a brochure layout appears \u201cbusy\u201d to one client … and yet that same layout speaks \u201cWOW\u201d to another client from the same industry. It\u2019s rewarding when learning the tipping point or pain points of one demographic … or what\u2019s pleasurable (emotionally) to another demographic.\u201d<\/em><\/p>\n

I love breaking marketing down\u2014the anatomy of it … that fierce process of drilling down deep … right to it\u2019s molecular strands (DNA). And then further dissecting that. What a rush it is searching for the key sub-atomic particles that can influence my audience to take the action my client and I desire. <\/em>It\u2019s exciting because the target market is always \u201cpredictably irrational.\u201d Marketing is an ever challenging process where you have to be ready to test and refine infinitely … nurturing, evolving and yet, remember to be calculated in your process. A blend of science and emotion!<\/strong> <\/span>Our philosophy opens more doors to bigger clients simply because we have gone deeper than most marketing & advertising agencies typically go.<\/strong><\/span>
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By now you know why I like to break down marketing architecturally. I\u2019m sure it\u2019s because in many ways I\u2019m very analytical\u2014without being anal. I\u2019ve always enjoyed subjects like math and science. I enjoy structure & logic … and yet, what makes me different is I adore the chaos within the marketing malestrom. The spiderwebbing tapestry versus the straight weave. Exactly what does that mean? Out of all that chaos & bedlam of information, it allows me to birth insanely great creativity!<\/strong><\/em> That\u2019s right. Despite being a very analytical type, I embrace spontaneity. Thrive on it. My business partner Mike G says, \u201cJC loves the moment when he\u2019s put in a position of discomfort. A place where he identifies \u201ccontrolled spontaneity.\u201d<\/em> And G\u2019s right … dare I say it? It\u2019s the orgasm of the profession … the reward for the effort of marketing & decision-making done well.<\/p>\n

Marketing & branding<\/strong>\u2014as I have practiced it for nearly 40 years<\/em>\u2014is NOT for the faint of heart. If you don\u2019t embrace change… or just want to RIGHT all the time, forget it. And there\u2019s so many different factors that can get introduced into your equation as you are in the middle of solving the issue. That\u2019s why there\u2019s a razor thin line between success and failure. Measure it … track it … it\u2019s what JC Marketing stands for. <\/em><\/span>As \u201cmarketing rockstars\u201d … it\u2019s the only way we know if the fans are diggin\u2019 our tune(s)! <\/strong>And best part is\u2014you have to accomplish your mission under extremely insane deadlines. What a rush flying without a net! <\/em>
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And as much as I know about marketing & branding\u2014or what my pastor calls \u201cmy behavioral science thing\u201d<\/em>\u2014for me it is like a \u2018smoke ring\u2019 of whatever<\/em>. An ever changing nebula of organic energy and fickleism that no one can ever seem to nail down. For folks like you looking to solve a specific problem, no wonder why you all are confused and jaded by the marketing experts. You want the magic wand … the magic bullet.<\/em> There isn\u2019t one. Marketing is a roll your sleeves up career. And that\u2019s another reason why the marketing profession is fun for me.<\/p>\n

One thing I wish were different. Our \u201ccreative field\u201d suffers from the interpretive opinion culture. Although there\u2019s not many professions that are excluded. I can think of one though. Stand-up comedy. Any LIVE comedy act instantly knows from the audience reaction when he\/she\u2019s is cooking with gas … or about to be skewered. By the audience that is. But I digress …<\/p>\n

This leads me to share the information you came here for. A few colleagues were recently discussing the critical marketing best practices<\/strong><\/em><\/span>.<\/p>\n

We grant you insider view\/access:<\/p>\n

What is a critical marketing best practice that is often overlooked?<\/strong><\/span><\/p>\n