The right marketing strategy is different for every company.
But what they all need is a hunting dog.
The channel and strategy that reach the right customers fastest.
That's marketing's hunting dog.
A lot of people, me included, are working hard at marketing,
but it seems we haven't found a truly effective hunting dog.
What's worse is that people who've tasted a fragment of success
talk as if their hunting dog is the one everyone needs.
Take SEO, for example. Can it be a hunting dog?
At least in B2B in Korea, I don't think it can.
If you insist that waiting for customers to search, read your content and come to you
is the only truly good strategy, the company will starve.
So what should we do?
The hunting dogs I have in mind look like this.
- Comb through an insanely wide market, fast
- Dig into a narrow but correspondingly precise market
- Or create a truly remarkable product and content
So, at a time when strategies are everywhere, what's required, I think,
is this: when it's clear that something isn't a hunting dog,
move that role to a different dog.
