Why is marketing overwhelmingly complicated?
One of the contradictions of marketing is that marketing itself is simple, but getting anything done is complicated.
It feels like things should be getting less complicated over time. Modern tools have removed the need to learn PHP, HTML and CSS. Landing page builders have democratised web design (thank God). It’s never been easier to create an online presence on Facebook. Effective email marketing tools have never been more accessible. Facebook and Google have placed the entire world at your fingertips (albeit through a dangerously expensive mechanism).
So the question I keep asking is: why is everybody so overwhelmed?
I think in part the answer comes down down to the fragmentation and connectedness of media. 1+1+1 does not equal 3 any more. In chaos terms, Facebook + LinkedIn + Email + Webinars = 14 (in arbitrary chaos points), not 4.
Next, despite their best efforts, the major ad platforms are not getting any simpler. Nor are they likely to, because they primarily cater to big spending power users. Which means you need the learning appetite of a power user, even if you have other things to do with your time.
(What? You don’t want to spend 12 hours a day plugged into Facebook? Weird...)
Next, social media tends to speed everything up in a worldwind of constantly connected chaos. Spending large amounts of time on Facebook is like the direct opposite of meditation. A huge emphasis is placed on everything that is ‘live’. Which in itself feels overwhelming.
Next, the full range of skills you need has increased. Video has exponentially increased in importance. It helps to be doing something in audio. You need good written skills. Even though my speciality is copywriting and marketing nurture, I’ve never fully stepped away from the technical side of marketing, because I get too many questions about it. To offer content without the tech is to sell a partial solution.
Marketing itself isn’t complicated. I like Peter Drucker’s definition, that marketing is about creating and keeping a customer. But the apparatus of marketing tends to generate its own complexity.
As a result you can’t blindly outsource everything. It’s too risky, and there are too many specialists around with a vested interest in you using certain tactics. To the man with a hammer, all problems look like a nail.
You can’t simplify your way to marketing success by building 'just one more funnel', because the likelihood is you’ll miss a big opportunity. You’ll miss opportunities to embrace new technologies, sensible marketing automation, and sensible retargeting. (Because guess what? Those things are com-pli-ca-ted…)
The ethos of this letter is to light a path through the complexity, rather than ignore it exists. To help you pick appropriate tactics to your situation, and master them.
If you’re ready to put in the work and learn new things, you’re in the right place.