When carpenters build a house, they create a plan, get the materials, and gather their tools – from saws and sandpaper to hammers and screwdrivers. The carpenters carefully sequence their activities. First they lay the foundation, then the frame. Then they install drywall, and finish with paint, carpet, and appliances.

It’s the same with your marketing program. You create your plan, gather your tools, and begin to lay the foundation. As you gather your tools, it’s important to understand how each fits into the larger marketing mix, even if it’s not your core area of expertise.

Martin Waxman talked a bit about this in What’s Wrong with Advertising? He talks about how important it is to know basic programming, search, social, and more as an advertiser.

You don’t have to be an expert in all of the tools available to us, but you do need to know enough about how they work in order to include them in your planning. (more…)