Finding the right person or outsourced business partner to effectively market a company is critical to business success. Marketers represent the constant public face for a company's brand and image even before salespeople get involved.
So what does a business consider when conversing with a person or company that claims to live and breath marketing?
Being on the cutting edge of marketing
Marketers, in today's technological world, need to be on the cutting edge of what’s coming out the day after tomorrow, not just tomorrow. When conversing with marketing partners or marketing employee candidates, a business shouldn't let the conversation spin around how to leverage today's technologies and online resources. This is an important consideration, but, even more importantly, a business should also ask what technologies and online marketing resources are coming the day after tomorrow.
An effective marketing person needs to have gone beyond just reading and conversing about tomorrow's resources. Marketing people need to be using online marketing resources in Beta form. Even if the technology or online resource goes bust, at least the marketing person was there to see it rise and fall and learn from it. Innovation and technology are so intertwined any more, that this will give a business insight into whether the person they're talking to has marketing know-how.
Letting go of fads and fashion
It's not about Android being better than Apple or Google+ being better than facebook. Each of these corporations pride themselves on being innovative and are continously working to strengthen their Research & Design departments to improve the technological world of tomorrow.
It is, however, important that a marketing person or company understand all of the technology and resource options that each one of these corporations offer, even if they don't use them personally or professionally. Apple makes great products and has done a tremendous job on being at the forefront of tablets. So much so, that I know many business people that refer to all tablets as iPads in conversation. Beware of fashionable technology. Blackberries were considered the cat's meow in the business community but where are they now?
Networking, online and off
Being engaged online is an obvious must for marketers. A good marketing person or company should be on, if not just aware of, every engagement platform online. Like volunteerism, an effective marketing person will be actively interacting, not just signing up for the sake of signing up.
But, when it concerns marketing without the internet, it seems a lot of marketers may fall short. Holding clout online is important, but it doesn't mean they can represent a business in face-to-face situations. A marketing person needs to write well, speak well, and make effective presentations. If a marketing person can meet this minimum criteria, everything else will fall into place.
There are many important considerations when trying to incorporate the right marketing employee or partner for a business. The best marketing fit is the one that is actively engaged, not married to one type of technology, and one that never stops thinking about tomorrow.