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In episode 24 of the Customers Who Click podcast I spoke with Josh Boone, the CEO and founder of Pure Web Results.
We had a great chat about the state of marketing at the moment, and the problems a lot of businesses face in how things are structured, and ensuring that everyone manages to see and understand the wider marketing picture of the business.
One of the big problems we’ve both seen pop up frequently is an obsession with channel based roles, and then keeping those roles siloed.
You might be hiring fantastic people or agencies to fill these roles, but its so important to keep them in the loop and involved with other aspects of marketing and areas of the business.
00:35 - 15:12 - Josh discusses problems with the agency model - With agencies things tend to stay pretty top level with their involvement. They’ll run the marketing channel that you’ve brought them in to do, but there’s pretty much no involvement or understanding of anything else that’s going on, unless that agency is paid to be involved there as well. It exacerbates the issue of marketing teams getting siloed.
15:27 - 34:22 - Misconceptions around Marketing - The main one is the focus on channel based roles. Particularly as businesses grow. They start off opened minded, but as they grow things become more siloed, and more focused on just improving that particular channel and hiring people for that channel, and focused on the KPIs for each channel, with only the senior management seeing the wider picture. Then one of the problems becomes experimentation, or the lack of it. People become afraid to experiment because their goal is just to get more clicks and a lower CPA on PPC campaigns, or Facebook ads, or a better open rate on their emails.
34:51 - 42:33 - What is 4D Marketing? - At the moment a lot of companies do 2D marketing, which is basically where people leave uni, start working in PPC, stick with that channel and only focus on that channel in their job. But 4D marketing involves thinking about how does this all fit together in the wider marketing picture and the customer journey. How do different channels interact and impact each other, how can they work together to be better?
42:47 - 56:34 - Marketing trends for the next 18 months - We’re probably going to see more innovation within marketing teams, and people having more freedom to express themselves, more of an idea meritocracy, and a move away from people playing politics because it'll become more and more obvious, and people blocking good ideas will be found out and removed.
57:07 - 1:00:43 - Josh’s Marketing Pet Peeves - Bullshit, fakeness, and overhyping things and lack of authenticity from brands. People just afraid to be authentic and have their own voice, which normally means there just isn’t really a clear voice.