Some B2B marketers have a bad habit of getting very interested in a single medium or channel. It may be trade shows, or email -- or even blogs, webcasts or podcasts. They become enamored of the cool new medium of the week and start to obsess over how they will compete with it.
It's like that old Monty Python skit about the The Funniest Joke in the World. This joke is so funny that anyone who hears it will soon die of laughter. From their foxholes, the British use it against the Germans in World War II. Sure enough, the German soldiers hear the joke (translated in German), begin to laugh uproariously and promptly fall over dead.
Seems to me, many marketers are looking for their own fatal joke. Only, they are hoping to tell it to their prospects. They seek the perfect medium -- the high power channel that will drive results and bring home the big bucks. They want an easy way to knock em dead.
Alas, the joke is on them. There is no killer medium. The magic, as they say, is in the mix.
What’s most important is to manage marketing media or channels in a disciplined manner. Just as portfolio theory teaches us that our best financial outcomes are typically attained through diversification, we need to think in terms of a diversified, marketing investment portfolio.
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