E-Marketing - Do You? Don't You?

A discussion began over at David Maister's blog when a marketing consultant down-under, David Koopmans, asked:

"If you were advising a professional firm about web marketing, what would you stress?" after pointing out that "among some types of professional firm (sic) there is often resistance to the concept of marketing in general, and the digital space in particular."

An understatement to be sure! David Maister made some astute observations and appealed to readers for some specific evidence of effective digital marketing.

A long discussion ensued (see the comments on his post: Digital Marketing for Professional Firms) including a few posts by yours truly. (I was actually encouraged by a few friends and clients to "get over there and post!").

I both agreed and disagreed with David Maister's observations. In particular, I disagreed with the supposition that business decision makers don't spend much time on the web. (I've read several credible studies to the contrary.)

But the main point of my thinking on this is that looking to existing PSF firm websites for evidence of best practices in e-marketing is pretty much a waste of time. It's like sending your talent scout to a nursing home to spot cute child-actors. Possible but unlikely. 

Further, some might be surprised that, despite my passion on the topic of e-marketing and incorporating social media into marketing plans of traditional firms, my final comment includes the following statement about attempting to persuade firms in this area:

Personally, I don't see it as my role to "convince" anyone to move in this direction...As a service provider, I have no interest in helping people implement something they don't 'get' or believe in.

Frankly, the only firms moving in this direction are those whose leadership understands the way people are changing in their use of the web PLUS bear courage to innovate and experiment (because that is what it still is!) in this arena.

I'm pleased to see a growing number of accounting firms finding the courage to explore new techniques of e-marketing. If you're borderline, or not sure what I'm referring to, check out David's post.

Thanks to David Koopmans for posting more about this subject on his blog. And special thanks also to Bill Dotson, Technology and Business Development Consultant, who liked my comments enough to pick them up on his own blog.

Comments

[Ron Baker]

Wow Michelle, great comments, both here and on Maister's blog.

I especially loved this: "Personally, I don't see it as my role to 'convince' anyone to move in this direction...As a service provider, I have no interest in helping people implement something they don't 'get' or believe in."

As someone who has attended both American Association of Advertising Agencies (4As) and Association of National Advertisers (ANA) conferences, and has worked extensively with agencies in the last few years, I concur with your observations about digital media (and Web 2.0).

In fact, in a year-end survey conducted by the 4As, agencies were asked the following question (results provided too):

Which advertising platform do you expect to take off in 2008?
Smartphone/mobile device -- 36%
Social networks -- 24%
Targeted digital cable -- 22%
Product placement/brand integration -- 12%
None of the above -- 6%

Like you said, don't bother benchmarking mediocrity in your own profession, always look to the leaders and those who are on the edge. I can assure you advertising agencies are far ahead of the curve over PKFs in this area.

Great stuff Cassandra! Will anyone listen?

[David Koopmans]

Thanks for picking up this thread Michelle; your contributions were as valuable as the post, which is really where social media gets interesting, isn't it? I sometimes make the mistake of seeing the world too much through the prism of someone who is very much involved in digital media, where in truth, many of our clients are not. Will it take the emergence of a new generation of business leaders before there will be a significant change? Look forward to reading more of your blog posts.

[Shama Hyder]

I agree with you Michelle that most service providers are forward thinking, but I also think that it is partly our job to educate and inform them of the opportunities available to them.

[Michelle Golden]

Thanks for all the comments!

Shama, thanks for saying this. I realize it could appear as though I contradicted myself in my comments on Maister's blog, but I feel like there is a really big difference between "educating" people about what opportunities are available (which you and I absolutely agree is our role) and "convincing" that they need to pursue the opportunities.

Whether we marketers are in-house or consulting, we clearly have incentive (ususally a desire to drive results for those we advise) to compel companies to try various new things. That is a given.

But when it comes to most initiatives (especially social media, as you as a blogger know well!) a half-hearted effort won't do. Passion and commitment are essential thus inspiration to choose that initiative (and keep it going!) must come from within. If initial persuasion is too strong, something like "buyers remorse" could set in when the reality of their role in it is apparent.

Good education will include honesty about the pros AND cons, rewards AND risks, advantages AND challenges. This seems to me the only appropriate way to pitch any idea, but especially blogging. It is my hope that the pros, rewards and advantages are compelling enough to light a fire. But no fire, no go, in my mind, with any marketing initiative. Do you agree?

It seemed to work with Ron Baker (above) who had an aversion to blogging but blames, er, credits, me with changing his mind. :-)

[David B. Bohl @ SlowDownFAST.com]

Michelle,

Thanks for a fantastic carnival and for including my post.

Regarding your comments, I appreciate your kind words regarding the first 1/2, and would suggest the following for resolving the issues you have with the second half. I need to keep things simple, so my take on things is that I can change things that I'm responsible for and must accept those things that I have no responsibility for, whether I like them or not.

David