Five things that need to DIE in 2012
There are a number of things wrong in marketing today. Or rather there are a number of things that marketers do that have little relevance or impact–long term or otherwise. Some started off as a “best practice,” which means that they were dated and over-used as soon as they became a “best practice.”
- Blog posts made of lists. Yes, we know this is a list. Call us hypocrites, that’s ok. Quite honestly, this was the easiest way to make our case. Too often, marketers use lists as eye-candy. They’re effective for attracting views and links, but they’ve become completely over-used and a substitute for real conversation and substance. Hopefully, we’ve been able to transcend that in this list.
- Going through the motions. Speaking of lack of substance, too many marketers are so gung ho about leaping into social that they overlook activities that are substantive and offer any real value for their constituents. Let’s make 2012 the year where marketers stop going through the motions and take a good, hard look at their activities with the goal of creating real relationships with clients and other their audiences.
- Gurus. Yes, gurus need to go away. Whether its social media gurus, a marketing gurus, or even dish washing gurus. The point here is that marketers needed to stop thinking in silos and start thinking in cross-disciplinary terms. Some might call this integration, but that’s not really enough, in our opinion. Cross-disciplinary, as we’ve always thought, means working on the edges and overlaps of disciplines, where far more interesting things happen, creating even more opportunities for innovation.
- Social media automation. OMG! Does this have to stop or what? How many companies are out there linking up all their accounts and spreading the exact same content across every single network? It doesn’t even look good, especially when the posting parameters are different (such as a Facebook post that gets cut off on a linked Twitter account). Marketers need to invest the time to treat each individual network–and their connections on those networks–as the individuals they are.
- Spreading links just to show “thought leadership.” This is such a common Twitter and Facebook tactic that it’s actually gotten old. Just because a company (or a person) tweets a link to an article with a smart headline doesn’t mean that they themselves are smart. The result is that there’s an utter proliferation of links that are just irrelevant clutter. That’s not to say companies shouldn’t share links, but rather, they need to do them more judiciously. That, and they need to actually read what they’re linking to.