The thing I love most about marketing is making ideas, products, and services accessible to the users. I can use specialized tools to take the absolute best features of these ideas and products and present them to the users in specific ways in which they can notice them, relate to them, and eventually get them to interact with them. Their interest is translated into high rankings, low bounce rates, and heavy traffic and it just fills my heart with joy to know that I made this connection possible. Every single technicality of the marketing process builds the path to success.
However, it is precisely these technicalities that I hate when I have a solid campaign that did not work out due to bad timing, product release clashes, or unforeseen Google updates.
Google Can Make or Break Your Campaign And I Love and Hate It
That's right, you heard me, Google can make or break marketing campaigns, which is a big part of the love-hate relationship that I have with marketing as a whole. Keeping up with changes, updates, and tweaks that Google imposes is the absolutely crucial, and I will tell you why. Google is one of the central engines of your marketing campaign, whether it is via AdWords or plain and simple search results.
Google decides what the user you want to get to will end up seeing. And this is something that I hate, at least every time there is a new update, like Hummingbird, Panda, or Penguin that ends up redefining your entire strategy. What don't like about this is precisely the fact that the tactics I have learned and so carefully polished can be made redundant in the blink of an eye.
Whether or not you get a long enough notice depends entirely on Google's goodwill, so it becomes clear to me that what I'm frustrated with is the uncertainty of the long-term efficacy of my marketing strategies. But after I take a moment to regroup, I am reminded of one of the things I love most about marketing, which is the challenge.
The Challenge - The Ultimate Thrill of Marketing
So the world of marketing is governed by Google and Facebook, and, yes, it does seem that every once in a while they are just laying our hurdles for us to jump through. And while it can be intimidating at first, it is also the biggest thrill in marketing. What I do is take a moment to remember that Google and Facebook and all of their features are simple pawns in the marketing campaign that I create.
This means that I can use every single one of these feature to my advantage and apply it to enforce my campaign. They key to this is understanding the purpose of these tools, along with all of these pesky updates, because this is the only why you can use them to the fullest. Another thing that is fundamental to the success of your campaign is staying up to date with the latest news. I take the challenge, and always put in the work, which is why I always get to reap the benefits in the end. I perceive every campaign like a puzzle I have not solved just yet. So, Google, bring it on, because I love a challenging game.
Expressing My Creative Nature - Why I Fell In Love with Marketing in the First Place
The first part of developing any marketing campaign is coming up with the concept that will then be presented to the user. This is the idea in the raw, the connection between the product and all the various types of users it will appeal to. I absolutely love establishing these links between users and products because they are different every single time. Then, I will take my raw ideas and apply a second translation process, which is the technical one this time.
My campaign concept must be made to fit into the World Wide Web, which, I have to say, is something that I sometimes hate. While in most cases, this tech translation flows smoothly, every once in a while, I find myself having to leave behind some of the initial ideas I had for the campaign that I was most excited about. But this is where the second wave of creativity can kick in, which means an entirely new challenge.
To put all of this in a nutshell, I will always have a love-hate relationship with marketing because I am so wildly passionate about it. Whether or not there are a lot of hurdles to jump, I treat every campaign as a new challenge and it is the thrill of my professional life!
