There is a craze in business for following “best practices” — a system or technique that’s shown to yield statistically measurable better results. In the best case this can keep an organization sharp — leading to constant measurement and improvement. In the worst case it just boils down to establishing a standard system of doing things, and this system may not be looked at or changed for years.
How about marketing? Are there “best practices” that apply? Here are mine.
My third marketing “best practice” is to allow room for creativity. Essentially, the last rule is “no rules”. Because no amount 0f market research, customer retention management, or results measurement can take the place of the spark of human intuition or the power of a new idea.
My experience is that Best Practice #3 causes some business people discomfort. These folks want certainty, and this rule advocates a certain amount of uncertainty. But the universe has taught me that uncertainty is part of life. It keeps things exciting and opens up the potential for great leaps forward.
That’s my take on best practices in marketing. What’s yours?
How about marketing? Are there “best practices” that apply? Here are mine.
- Marketing needs a plan behind it. A plan that supports the company’s business plan. Objectives, audience, budget, tactics, and timing all need to be documented.
- There should be measurement so you can see how well your various tactics are working.
- Marketing needs FREEDOM in order to deliver the best results. There needs to be room for experimentation and even…GASP…failure.
My third marketing “best practice” is to allow room for creativity. Essentially, the last rule is “no rules”. Because no amount 0f market research, customer retention management, or results measurement can take the place of the spark of human intuition or the power of a new idea.
My experience is that Best Practice #3 causes some business people discomfort. These folks want certainty, and this rule advocates a certain amount of uncertainty. But the universe has taught me that uncertainty is part of life. It keeps things exciting and opens up the potential for great leaps forward.
That’s my take on best practices in marketing. What’s yours?
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