Three Big Questions in Three Short Minutes – Interview with John Carlson

I was recently interviewed by marketing guru John Carlson for his network. I chose to answer this from the perspective of small business and concentrate on the internal things that every business, large or small can do.

  1. 3 BIGGEST CHALLENGES IN MARKETING TODAY?
  • Understanding how the rapid rate of change affects your business. This may be channels, communication or customer trends.
  • Collecting meaningful information. Forget big data. What is relevant information that will affect your business.
  • Being relevant and cutting through the clutter that digital communication and sales channels have brought.

  1. 3 BIGGEST OPPORTUNITIES IN MARKETING TODAY?
  • Monitor your key business metrics and understand what they mean to you.
  • Be responsive to change and act quickly.
  • Act! - don't just monitor, but be authentic and client focussed.

  1. 3 BIGGEST VALUE DRIVERS IN MARKETING TODAY?

  • Culture fit - Keeping it real and sharing values with target markets and staff
  • Useful information, use it to work out what will make a difference to your business and importantly your client's businesses.
  • Target your preferred clients - Long tail marketing for small, specialist business and micro-regional marketing for localised business.

In summary, know what drives your business, keep in touch with the market and your clients to remain relevant and target your marketing to ensure that it is cost effective.