Marketers cannot do everything

Just because you are a marketer does not mean you can do everything in what is a wide field to say the least. Yet, some companies believe just that.

I have seen adverts for "marketers" that expect them to be proficient in Photoshop and by implication they must be graphic designers as well.

I have also come across the same circumstances for marketers that are expected to be PR proficient as well.

It is possible to be multi-tasking? Some general marketers can have a special talent for PR or branding or another aspect of their profession. However, in a field such as marketing there are so many facets to understand and master that surely a general marketer cannot handle them all to a standard they or their company can be pleased without outside help.

For instance, Internet marketing in itself is a very specialised discipline and one that is essential to any marketing effort. For me there is only one answer: hire an Internet agency if you want to really achieve anything.

Why am I bringing this up now?

I have come across a recent example that reminded me of a pitch I went on that demonstrates this point.

I was talking to a professional services company of some size and the marketer was interested in using my services: only 3 pieces or so of scrappy coverage in 5 months.

When the marketing officer approached the managing partner the retort was along the lines, "You do the PR, we pay you, why are you suggesting spending more money? "

A complete lack of understanding from management.

Another example was many years ago when I was briefed on a marketing position. They had originally given the position in-house to the graphic designer. He had walked into a management meeting one day when he had to present his marketing plan and admitted he was clueless and he wanted to give up the marketing and so the position was on the market.

I could give you other examples.

The point is that a profession as essential as marketing is not understood by many directors.

Is that newsworthy? Maybe not. But it still comes up again and again.

By the way the image is a stock photo and is no way designed to be taken as a real case study nor, as far is known, does the subject of the image have any views on congestion charges.