The Marketing Expert Con

The problem with most “marketing experts” is that the majority are not really marketing experts at all. What they are is an expert in a specific discipline of marketing; they might be a graphics expert. Experts at developing apps or experts at the software used in marketing automation. Experts in photography or how to shoot video. They may be experts in Facebook advertising, Google ads, or SEO, but make no mistake about it: their expertise in a specific discipline does not make them marketing experts. In fact, it makes them far more dangerous.

These people can provide convincing arguments as to why their particular discipline is the answer to all your problems; however, these people have no understanding of strategy. That alone should make their opinions worthless, but since most companies don’t have a marketing strategy, this incredible and obvious red flag is often missed. The CEO and marketing managers are blinded by bullshit.

Not only do these “Marketing experts” not understand strategy but they don’t understand the intricate details of why people buy. What motivates them, what influences them and what connects them emotionally to a specific company, product or brand. These individual purveyors of specific marketing services have little to no understanding of how the pieces fit together to provide you with a maximum return. For they don’t understand strategy or sales…