That's what the 'Frankenstein' of marketing strategies does.
It is a profile that becomes more popular every day, let me describe it:
It is a person who brings together elements of different techniques, systems and products to execute his strategies. The result of all this activity is a monster, which can be something like this:
A blog on Wordpress with several plugins and optimizations to have a better SEO positioning,
That guides traffic to your virtual store in oSCommerce ,
That connects data to your Sugar CRM ,
Where subscribers are on Mailchimp or AWeber lists ,
With landing pages from Instapage or Lead Pages ,
Created with Piktochart graphics ,
With a deep Analytics configuration to measure conversions and user paths.
In order to unify the use of so many tools, he develops his own system and does many things that make his Frankenstein more complex and difficult to handle.
They are energetic people and teams that have high goals and this is in their favor:
Mantra: Better said than done. They master the art of action, they execute a lot and quickly.
They are avid learners: They are always looking for new information, new methods, new ways of doing marketing.
They are ahead of the curve: They are in contact with the most innovative techniques in the world
They are a mix of technology and marketing: This is very valuable. They c level or decision maker email list understand what tokens, analytics platforms, tracking scripts and other market intelligence tools are for; but, most importantly, they understand the reasons for using them: measuring user interactions and paths and creating increasingly interesting and relevant experiences.
They know about digital marketing, content, inbound marketing… a bit of everything: They understand what SEO is about, they know that it has nothing to do with SEM, they know about content marketing, inbound marketing, relational marketing, sales and customer acquisition strategies… everything that is useful.
A valuable way of working with a serious problem
The problem with this approach is that the focus of your activity is on finding solutions to your monster's new problems and by solving them, you create more problems instead of helping the business grow . These are the most common ones:
Movement is not progress: The team may be focused for several weeks on solving a problem (integrating a tool or acquiring a new one). This causes business plans to stagnate.
They don't necessarily have a clear path: They get lost in their daily routine and in so much activity. The frenetic pace of solutions causes the initial objectives to be lost and with it the direction of the team.
There is a difference between what they think they do and what they actually do: As they are always looking for something new, relevant and interesting, their knowledge is not deep enough to guide a specialized project on a day-to-day basis, so they confuse what they think they do with what they are actually doing: a common example is that of people who do content marketing and think they do inbound marketing .
