A summary of the “How to Make Better Marketing Decisions: Unthinkable Wisdom” Podcast.
During this podcast episode of The Social Media Examiner, Michael Stelzner speaks with Jay Acunzo, who is the founder of Unthinkable Media and an expert on the production of docuseries and video marketing for B2B businesses. The overall discussion of the podcast discusses in detail the common reasons why bad decisions in marketing are made, how to turn those bad decisions into good ones, as well as reasons why you as a marketer shouldn’t rely on guidance practices may not always be in your best interest.
Since 2008, Jay has been building up his resume adding a variety of jobs to it that surround the marketing community, starting first off in the PR and Communications department at ESPN. From there he moved on to work in the digital media strategy department at Google. It was after that he jumped to business’s like Hubspot and Venture Capital. With all the knowledge and experience he was gaining, Jay made the decision to write a book about all the things he had learned thus far throughout his careers called “Break the Wheel”.
As far as the main discussion of the podcast, Jay talks about how to answer the question “how can you as a marketer make better or smarter decisions?” Jay answered this main question by breaking it down under three sub questions throughout the entire interview which were complied of “how do we make better decisions, how do we know if we are using the best practices, and how do we choose our best option?”.
How do we make better decisions?
Jay’s immediate answer to how can we make better decisions is to start off by asking better questions. He goes into detail about how when you craft questions that are geared to what you and your team may be doing, it helps you make decisions that pertain to what you’re doing rather than what other outside opinions suggest that you do. In order to do this, you must first figure out what your customers priciple insight is and who your true believers are. Essentially, we can best learn how to make smart decisions based on what the customer wants and/or needs from the marketer. We can make better decisions when we are actually addressing the needs of our target demographic. So when it comes to making decisions, we don’t necessarily have to use all the fancy bells and whistles to get a point across, but rather the idea of understanding how to properly execut your ideas is what will help you create a strong marketing plan that will have a strong appeal to your customers.
How do we know if we are using the best practices?
When is comes to the practices we use to execut our ideas, sometimes we believe we have to search for the best way to get something done. But something to keep in mind is that something that might have worked really well for one company doesn’t necessarily mean that it will have the same benefit for your company. This is where the idea of finding your niche comes into play. Jay talks about how understaning the unique context of your situation will overall help you to make better decisions. If we are able to this, then we can open ourselves up to plenty of different options or possibilities for our creativity to come alive.
How do we choose our best option?
When choosing what our best option is, there are 3 main “danger routes” that Jay points out are major mistakes that marketers can make. They are made up of relying on conventional wisdom (best practices), relying on new trends and relying on reactions. You never want to set yourself to one standard with these danger routes because of the fact that context is constantly changing and there are new ways of doing things being implemented on a regular basis. The best way to avoid this is to stick to what you know and what makes you unique. This will allow you to avoid getting caught up in making a mistake because you chose to take someone else’s advice rather than sticking to what you knew all along.
As far as what I learned from listening to this podcast and how I plan to implement the context into my future, the biggest take away for me was that you can’t expect new results if you are using the same strategies. You can do lots of research on different theories or ways to develop marketing strategies, but when it comes down to it, you need to be able to figure out what works the best for you. One thing that Jay talked about that I thought was great was his example of marketing pillows. He mentioned how even though the physical product is the pillow, customers are looking for something that is going to improve their sleep, so you as a marketer need to figure out the most effective way to sell the idea that your pillow provides the comfort of a great sleep. The biggest thing for me in my future career or careers will be learning how to sell the concept of an idea and an experience rather than just a product. I overall found the podcast to be very educational and recommend it to anyone in the marketing industry to take a listen to it because it really gives you some food for thought in the questions that Jay asks that help you answer them immediately after they are asked.