– Steve Amedio, President and COO, Technekes
One of the first rules of marketing is: Make no assumptions.
As marketers, however, we have to be experts. Not simply experts in getting products into the hands of buyers — instead, our expertise must extend into our client’s businesses. Here at Technekes, for example, that means we must necessarily be experts in agriculture, financial services and healthcare marketing.
The way I see it, marketing is not an expense; it is an investment. As marketers, we are stewards of a client’s investment, obligating us to deliver the best possible return – which is only possible when we are such experts in our client’s industry that we know it better than they do themselves.
Take this video for example. Evernote is an app I use every day in my planning and tasking workflow. It helps me organize everything from random thoughts to work plans, as well as categorize text, audio and images related to work. Prevailing wisdom would say that farmers are slow to embrace modern technology, and therefore, would not adopt Evernote as a business tool. This video indicates otherwise.
I understand, of course, that Ray Prock of Ray-Lin Dairy likely isn’t Evernote’s primary target demo, but still, I’m not at all surprised to see the way Mr. Prock puts Evernote to use in his every day life.
Make no assumptions.
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