Why Your Marketing Consultant Doesn’t Know It All

Why Your Marketing Consultant Doesn’t Know It All

  • On : December 18, 2020

Why Your Marketing Consultant Doesn’t Know It All 

  In the ever-evolving world of marketing, the expectation that a marketing consultant possesses an all-encompassing knowledge base is a common but misguided assumption. Despite their qualifications and expertise, marketing consultants, like all professionals, are on a perpetual learning curve. Sitting in my office in South Yarra, Melbourne, I am reminded at just how much experience is in the room, but while we are all skilled at what we do, we learn every single day something new. Our industry is evolving, growing, changing, adapting and being disrupted through technology and innovation. The concept of “knowing it all” becomes a myth in an industry marked by continuous change. 

  1. Contextualising Your Marketing Consultant in the Ever-Evolving Landscape of Marketing

  The Unrelenting Tide of Change 

 In a landscape where change is the only constant, marketing undergoes continuous transformation. Each day brings forth new lessons, challenges, and opportunities. The idea that a marketing consultant can possess exhaustive knowledge becomes impractical when the industry itself is in a perpetual state of flux. The very nature of marketing demands adaptability and a willingness to learn. 

 Continuous Learning in a Dynamic Industry 

  Sitting in the heart of the industry, it becomes evident that while experience and qualifications are valuable, they are not static assets. The dynamic nature of marketing necessitates an ongoing commitment to learning. From emerging trends to evolving consumer behaviours, staying abreast of the latest developments is a cornerstone of effective consultancy. 

 The Role of Technology in Shaping the Marketing Consultant Landscape

  Moreover, the role of technology in shaping marketing landscapes cannot be overstated. Automation, artificial intelligence, and data analytics are redefining the way marketers operate.  According to a report by Harvard Business Review, 52% of marketers say that AI will have a significant impact on their marketing strategy in the next three years, and 44% say they are already using AI to enhance their marketing performance. The ability to harness these technological advancements is crucial for staying competitive and effective in the ever-evolving digital age. 

  1. The Importance of Asking Your Marketing Consultant the Right Questions

When hiring a marketing consultant, the process begins with asking the right questions. Beyond the standard inquiries about qualifications and experience, a deeper exploration of the consultant’s approach to marketing, the technologies they embrace, and their understanding of success metrics sets the foundation for a fruitful working relationship. 

Qualifications and Experience 

  •  What are your qualifications in marketing? 
  •  How many years have you been working in marketing? 
  • What areas of marketing do you specialise in? 

  Success and Technologies 

  •  Have you been successful in marketing? What does success look like to you? 
  •  What technologies do you use when developing a marketing campaign? 

  Industry Expertise 

  •  What industry-based experience do you have? 
  • Do you develop a marketing strategy before going into marketing tactics? If so, what is included in the marketing strategy? 

  Performance Metrics and Tools 

  •  What key performance indicators should a company look out for? 
  • What measurement tools do you use? 
  1. Moving Beyond the Basics: Building a Collaborative Relationship with Your Marketing Consultant

  Understanding the Marketing Consultant’s Process 

  Once past the preliminary questions, exploring the consultant’s working process becomes imperative: 

  • What is the process they use? 
  • How do they determine whether they want to work with a client? 

  Establishing Success Parameters 

  •  What does a successful client relationship look like? 
  • How does a client get the most out of them? 

  Mutual Exploration 

  In turn, a marketing consultant should inquire about the client: 

  •  What does a successful marketing campaign look like for you? 
  • What is your story? What is the brand story? 
  •  What makes your business different from your competitors? 
  • Do you have a marketing strategy? 
  • Who is your customer? How is this qualified? 
  • Who are your competitors? 
  • What are your budget and timeframe? 
  1. The Dynamic Nature of Marketing Consultants

Personality Types and Relationship Dynamics 

  Marketing consultants often have distinct personality types. Conducting a free personality profiling can aid in determining the compatibility of the relationship. Nurturing and growing this relationship over time is essential for success. 

The Learning Mentality 

Marketers, to thrive in this dynamic landscape, need a mentality of continuous learning. Conversations about their sources of inspiration, podcasts, and recent readings provide insights into their commitment to staying updated and learning more. 

 Balancing ‘In Marketing’ and ‘On Marketing’ 

 Marketers, constrained by time limitations, often find themselves working “in marketing” rather than “on marketing.” A competent marketer, however, strikes a balance between executing daily tasks and investing time in strategic thinking and learning. 

  1. Embracing the Journey: A Quest for Continuous Improvement

  In the world of marketing, the realisation that a marketing consultant doesn’t know it all is liberating. It opens the door to a collaborative journey where both parties contribute to each other’s growth. The fluidity of the marketing landscape, the necessity of asking the right questions, and the importance of continuous learning all underscore the evolving nature of this dynamic profession. 

 In an industry marked by perpetual change, embracing the journey becomes pivotal. Questioning assumptions, fostering a relationship built on shared growth and adaptation, and recognising the vastness of what there is still to learn form the core of a successful partnership. 

 The Digital Age and Its Implications 

  In the digital age, the implications of technology and innovation are profound. A successful marketing consultant navigates not only traditional strategies but also harnesses the power of technological advancements for maximum impact. 

 Mutual Growth and Adaptation 

 As the marketing landscape continues to shift, the most successful relationships are those where both consultant and client embark on a quest for continuous improvement, navigating the uncharted waters of the ever-evolving marketing realm. 

 A Journey of Mutual Growth with Your Marketing Consultant

 In the dynamic world of marketing consultancy, the realisation that a marketing consultant doesn’t know it all paves the way for a journey of mutual growth. This journey is marked by adaptability, a commitment to continuous learning, and a collaborative spirit. As the industry evolves, so too must the approaches and mindsets of both consultants and their clients. Embrace the transformative potential of technology, question assumptions, and embark on a quest for continuous improvement. In the vast landscape of marketing possibilities, the most successful partnerships are those that recognise the fluidity of knowledge and the boundless opportunities for growth that lie ahead.