Every so often, a discussion erupts through email that makes me really happy about my job. I have the privilege of working with, interviewing, and connecting with some really smart people. Recently, I started emailing with Steven McConnell, the head of digital marketing for Arielle Careers, an executive branding company based in Australia. He’s whip smart and has provided fuel for some interesting topics. I decided to pick his brain about how small companies can do marketing more effectively. It’s particularly apt as we come to the end of National Small Business Week.
1. How do most people understand marketing and why is that incorrect?
I hear a lot of small-business owners use “marketing” as a substitute term for “let’s do a mail drop” or its digital equivalent, “let’s blast out an email newsletter to our list.” Others confuse marketing with the need to convince, cajole, and push ‘n’ sell…
