Sometimes you have to take it with a grain of salt.
Have you ever had someone give you their professional opinion or worst yet, paid for professional advice only to walk away with an uneasy feeling?
Here are some examples of advice perhaps better off ignored. BTW, my favorite is the example from Avinash Kaushik.
Director, Data + Content + Media, Kraft Foods Group
Success requires knowing your consumer today (not yesterday), open-mindedness to new ideas, media experimentation and innovation.
Digital Marketing Evangelist, Google
It takes a complex mix of marketing strategies by companies to win. We’ve grown up with silos. Any advice related to optimizing one silo falls in the category of “worst marketing advice.”
The best employees/consultants obsess about optimizing for a Marketing Portfolio and possess the incredible capacity to understand each channel’s purpose, are able to recommend content matches in response to the customer need, and finally measure success of that portfolio strategy. [I call this the See-Think-Do-Care framework.]
You know you have great marketing advice if it represents clear thought for the entire marketing portfolio and the advice’s role in it.
Senior Director, Customer Experience & Social Media at Marriott Rewards
* What worked in print and email channels would magically transfer to social channels.
* Talking about ourselves – with the right font and color palette – was the priority. * Giving no regard to the social conversation, and adapting to that conversation, was the norm.
* The command-and-control method of brand marketing still existed.
VP, Marketing – Digital at Conde Nast Entertainment
Customers behave differently on each social media platform. Their need states vary from Facebook to Instagram to Vine. Your ad copy and call-to-action should be customized to meet specific need states.
Industry Analyst, The Altimeter Group
@I recall getting a call from a junior-level marketing person at a major publishing house. A big-brand, very conservative, financial publication. Her boss had numbers to meet, so instructed her to buy a shady piece of software (from Russia) off the web that scraped email addresses. He needed bigger email marketing lists. Her desperate query to me was, “I know this is wrong. Could you please help me to explain to him why this is wrong?”
Strategy at Google (COO of Americas Ad Agency Business)
“Do it for the for the award shows!”
My personal pet peeve with managing social media is that people assume you can just delete negative comments or ignore them. Yes, you can choose that path with your personal social media accounts, but when you’re managing a business account, that is literally the exact opposite way to handle those interactions via social media. Social media is about entering into a conversation with those vocal dissenters – answering their questions, solving problems, addressing their concerns in a legitimate way — so you can change that customer’s opinion. It’s not a problem – it’s a social opportunity.
Senior Manager, Digital and Social Content Strategy Motorola Solutions
Founder, Content Marketing Institute and Author, “Epic Content Marketing”
* You “have to” be on Facebook.
* You “have to” blog.
* You “have to” do Google Adwords.
I’ve had the opportunity to listen to literally dozens of marketing speeches where so-called experts have said these two words. Not once have I ever agreed with that. Marketing is both art and science.
There is no “one way” to do things. If you ever hear someone say that there is something you MUST do…that there is no other way…my advice is…run.
Consultant, Best-Selling Author, Keynote Speaker, Adjunct Marketing Professor, Rutgers University
To me, this is like playing with fire. I can’t imagine convincing my boss that a company and a carefully-groomed brand should mindfully be associated with forced negativity. If the thing blows up in a bad way, you’re into damage control and even if it works, can you really sustain “controversy” as a strategy? This is different than holding a legitimate opinion or taking a stand in an authentic way.
What is the worst marketing advice that you have ever received or heard? Share with our readers in the comments below.
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