On this episode of the Learning from Smart People Podcast, Rob Oliver talks with Gee Ranasinha about how to evaluate your marketing. Gee has been in the marketing field for many years. He helped found a marketing agency that helps entrepreneurs and small business owners. Additionally, he is a professor at a European business school.
Here are some of the high points from Rob Oliver and Gee Ranasinha’s discussion on the Learning from Smart People Podcast:
· Gee Ranasinha’s back story and journey to where he is today
· A reminder of who was successful in the early stages of the Internet
· The importance of having business expectations for your marketing
· Remembering what marketing is truly about
· Marketing isn’t marketing if it doesn’t sell anything
· The difference between brand awareness and direct response marketing
· Your customers are the ones that control your “brand”
· We expect more from brands that are known
· There needs to be a balance between brand awareness and sales activation
· Brand awareness is a “longer burn”
· As brand awareness increases, customer acquisition costs go down
· Modern marketing is more concerned with efficiency than effectiveness
· Chasing efficiency metrics makes you look like your competition
· The pizza delivery analogy
· COVID has forced businesses to readjust their internal compass
· Everybody wants to be noticed but nobody wants to stand out
· The most dangerous thing you can do as a marketer is to not stand out
· The average tenure of a CMO is about 18 months
· Tips for entrepreneurs and small business owners
· Set a target and track your actions
· Ask yourself, “What do I expect from my marketing?”
· Marketing needs to follow your business plan
You can find out more about Gee Ranasinha and his organization through his website and social media.
Website: https://kexino.com
Twitter: https://twitter.com/KEXINO
Facebook: https://www.facebook.com/KEXINO
Instagram: https://www.instagram.com/wearekexino/
Linkedin: https://www.linkedin.com/in/ranasinha
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