DIY Marketing

I recently sat in a presentation in which some enthusiastic amateurs concluded that they could put together an effective marketing program all by themselves ... with no professional help. Truthfully, that may be possible, but the odds of success increase significantly when marketing programs are developed with people who have training and experience in the marketing discipline.

This example of amateur hour, unfortunately, is all too common. Otherwise intelligent people who would never thing of doing their own accounting ... or self-medicating ... think that they are innately gifted when it comes to marketing. The problem, I think, is that on the surface marketing appears pretty easy. But under the surface, there is a world of science and proven techniques that are the foundation for driving effective communication and motivating consumer behavior.

I've been a member of the American Marketing Association for years. My hope is that we in the profession can market the value of marketing.