anita shivraj

…well, one of them

Having worked in the world of marketing for over a decade, I know that expertise is crucial. We need people who are specialized in SEO, in paid media, in copywriting, etc. However, I’ve noticed that some marketing experts are too siloed in their focus and often miss the bigger picture. In the end, they fail to see how what they do fits into an overall strategy.

I know that specialization is important, but it shouldn’t come at the expense of a holistic approach and understanding. Regardless of the team or positions I’ve held, it’s been so important for me to shift focus on the overall objective.

If you’re writing copy for an email, you should understand what the email objective is, who’s the audience, and why we need this email sent. Vice versa, if from an email marketing perspective, we’re being nudged to send an email to re-engage leads again, we need the bigger context of how these emails have performed in the past, whats the objective in terms of sales, and who will be managing these emails. All parts are connected. Here’s why broadening our perspective is essential for effective marketing:

1. Integration Across Channels

Marketing today is multi-faceted, with numerous channels – social media, content marketing, email campaigns, SEO, and more. When experts focus too narrowly on one area, they might miss opportunities to integrate efforts across channels. For example, a social media campaign can be much more effective when it’s tied to a larger content strategy and SEO efforts. It’s best to create a shared document, whether its a calendar or just a simple spreadsheet so that everyone is aware of what’s going on.

2. Understanding the Customer Journey

Marketing isn’t just about driving traffic or generating leads; it’s about guiding potential customers through their journey. This requires understanding how different touchpoints work together to create a seamless experience. A content marketer might create excellent blog posts, but if they’re not aligned with email marketing campaigns or social media efforts, the message can become disjointed. Remember who is receiving your messages and what the end objective is.

3. Data-Driven Decisions

Data -one of my favorite things – is at the heart of modern marketing. However, interpreting data correctly requires a broad understanding of various metrics and how they interrelate. SEO experts might focus on keyword rankings and organic traffic, but without considering conversion rates and customer retention metrics, they’re missing critical insights. Holistic thinking allows marketers to see how different data points connect, leading to more informed decisions.

4. Collaborative Team Efforts

Marketing is rarely a solo endeavor. It requires collaboration across different teams and departments. When experts are too focused on their niche, it can create barriers to effective teamwork. A broader perspective fosters better communication and collaboration, leading to more cohesive and successful campaigns.

Moving Towards a Holistic Approach – so, how can we break out of this pattern?

• Cross-Training: Encourage team members to learn about different aspects of marketing. This doesn’t mean everyone needs to be an expert in everything, but having a basic understanding of other areas can foster better integration and collaboration.
• Unified Goals: Set overarching goals that require input and effort from all areas of marketing. This ensures that everyone is working towards the same objectives and understands how their work fits into the bigger picture.
• Regular Strategy Meetings: Hold regular meetings where different teams come together to discuss strategy. This can help align efforts and ensure that all campaigns are integrated and moving towards common goals.
• Emphasize Big Picture Thinking: Encourage a culture that values big picture thinking. Recognize and reward those who show initiative in integrating their efforts with the overall strategy.

I’m all for cross-training and learning frrom each other. Why don’t we try to understand each other’s jobs more often and see how the big picture comes together? By fostering a holistic approach, more effective and cohesive marketing campaigns that truly resonate with our audience and drive long-term success.