Managing Your Marketing Mirror: Full-Length or Mosaic?管理您的营销镜：全长或马赛克？

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I just found the answer to my long hours of Web 2.0 promotion.我刚刚找到的答案我很长时间的Web 2.0促进。 It's called Web2Submitter and it is a life saver.它叫做Web2Submitter这是一个生活的程序。 I am going to save at least 5 hours of submission time per week with this thing.我要节省至少5个小时提交每星期的时间与这件事。

Article source: http://www.4rmarketing.com/ . 文章来源： http://www.4rmarketing.com/ 。 Used with author's permission. 用作者的许可。

Outside of large corporations with multi-person departments managed by VPs or Chief Marketing Officers, creating a marketing function that demonstrably contributes to company growth can be a real challenge for service firm executives.外面的大公司多的人所管理部门自愿原则或首席营销人员，创造一个营销功能，显然有助于公司的成长可以是一个真正的挑战，为服务公司经理。 Of all the overhead functions in an enterprise (that is, of all the functions that don't contribute a dime to the revenue side of the books), marketing has the highest cost profile.所有开销职能的企业（即所有的功能，不会助长一角钱的收入方面的书籍） ，市场营销具有最高的成本资料。 Every single marketing activity costs money, from attending a local association meeting (business cards) to operating a booth at a big trade show (travel, brochures, space rental, booth structure, giveaways, and on and on—oh, and business cards).每一个营销活动费钱，参加当地的协会会议（商务卡） ，以经营一个摊位上一个大贸易展（旅行，小册子，空间租用，展位结构，赠品，并和五，和名片） 。 How can one be sure that the energy and expense will lead to the desired results?怎么能肯定的是，能源和牺牲将导致理想的结果？

Between cost and fuzziness of results, it doesn't surprise me that anyone leading an organization treads warily when it comes to marketing.之间的成本和模糊的结果，它并不让我感到吃惊，任何一个组织领导胎面警惕时候到市场营销。 And it also doesn't surprise me that in many small to medium service firms, it is the CEO or president who directly oversees marketing.它也没有让我感到吃惊，在许多中小型服务企业，它的首席执行官或总裁谁直接监督市场。 For one thing, anyone on staff who has the skills to manage marketing is better deployed being billable (to help cover some of those marketing costs!).对于一件事，任何人都对工作人员谁的技能，管理营销是更好的部署正在收费（以帮助支付一些营销成本！ ） 。 For another, it is crucial to get the messages and positioning right.另一方面，关键的是要获得信息和定位的权利。 Marketing presents the face of the company to the outside world, and that face needs to be attractive to target audiences.营销介绍，面对该公司向外部世界，而且面临着需要吸引目标受众。 CEOs know their customers, they know their competitors, and they know how they want to position their companies in the marketplace. CEO们知道他们的客户，他们知道他们的竞争对手，他们知道他们是如何想的立场他们的公司在市场上。 Who better than the head of the company to craft the messages and manage the tasks for all those costly marketing activities?谁优于团长的船公司的信息和管理任务，所有这些代价高昂的营销活动？

Who better?谁更好？ How about a marketing expert?如何营销专家？ I talk on a weekly basis with CEOs who have been managing marketing in addition to running their businesses and who have realized that it isn't working.我谈到，每周与谁首席执行官已行销管理除了运行他们的业务，谁认识到，这是行不通的。 In every case, they are taking a piecemeal approach that costs more money than it should for less than optimal results.在任何情况下，他们正在采用化整为零的办法，费用更多的钱比它应该不到最佳的效果。

Think of marketing as a mirror that reflects the company.想想营销作为一面镜子，反映了该公司。 The bigger the mirror, the more (and more accurately) it reflects.更大的镜子，越（和更准确地）反映。 Ideally, we want a full-length mirror—one single reflection of the entire entity.最理想的是，我们希望有一个完整长度的镜面反射单一的整个实体。 This is "integrated marketing," where the entire function is cohesive in appearance and message, from graphic design all the way to multi-faceted events.这是“整合营销” ，在整个功能是一致的外观和信息，从平面设计的所有途径多方面活动。 No matter where or how you encounter a company with integrated marketing, you will get the same reflection.无论身在何处，或者如何您遇到的公司整合营销，你将得到相同的反映。

All the CEOs who contact me are using itty bitty mirrors to put together a mosaic for their marketing program.所有的CEO们谁与我使用的是itty极小的镜子把一个镶嵌的营销计划。 They use this graphic designer, that copy writer, this advertising agency, that public relations consultant.他们利用这一平面设计师，即复制的作家，这个广告代理，即公共关系顾问。 Online marketing jobs are done by different vendors from those working offline projects.网络营销工作做的不同的供应商从这些脱机工作项目。 All of these little pieces get cobbled together into a fractured whole, and the resulting reflection is confusing and distracting.所有这些小件得到鹅卵石成骨折的整体，由此产生的反射混乱和分散。 The image is broken up, distorted, and the appearance of the entity has to be guessed at instead of seen clearly.的形象已被摧毁，扭曲，以及外观的实体已被猜测而不是清楚地看到。 This is "mosaic marketing," with key messages seen and heard differently depending on where or how the company is encountered.这是“马赛克营销”的关键信息看到和听到不同的地方，或该公司如何困难。

With mosaic marketing, activities are often reactive and in the moment: today we need a brochure so we go off and do that, tomorrow we need to change the web site and we go find somebody different to do that.随着花叶营销活动往往是被动的，而且在瞬间：今天，我们需要一本小册子，所以我们去，并做到这一点，明天我们需要改变的网站，我们去找别人不同做到这一点。 The two activities may have very little (if any) overlap other than the company logo.这两个活动可能很少（如果有的话）重叠以外的其他公司的徽标。 Mosaic marketers jump on good ideas—let's get company t-shirts, let's do a white paper on that topic, let's have a webinar for this offering—without connecting them into an overarching program.马赛克营销跳上好主意，让我们公司的T -恤衫，让我们做一份白皮书就这一专题，让我们有一个网路这个产品，在没有连接成一个总体计划。 This isn't rocket science.这不是火箭科学。 Using my metaphor, given that the goal is to accurately reflect the company, a full-length mirror beats out a mosaic masterpiece any day.用我的比喻，因为我们的目标是准确地反映该公司，一个完整长度的镜子拍了马赛克任何一天的杰作。 Everything works with everything else to convey a cohesive and consistent image.一切与一切转达有凝聚力和连贯的形象。

So why don't CEO marketers go for the full length mirror?那么，为什么不首席执行官营销去全长镜子？ I ponder this question every time I come away from a conversation with yet another executive looking for a better solution.本人思考这个问题我每次来到远离谈话又一次行政寻找更好的解决办法。 The only answers I have come up with are the predictable ones: time and money.唯一的答案我已经想出是可预见的：时间和金钱。

With all the demands on their schedules, CEO marketers don't have the temporal bandwidth to proactively integrate marketing activities and ensure consistency across the board.与所有的要求他们的日程安排，公司营销没有时间的带宽，积极主动地整合营销活动，并确保一致性董事会。 And somehow they think that taking the mosaic approach is more cost-effective—though I am at a loss to understand why they think that hiring different providers for different services and trying to manage all of them successfully is cost-effective.并不知他们认为采取花叶办法是更符合成本效益，但我无法理解为什么他们认为，雇用不同供应商的不同服务，并试图以管理所有这些成功的具有成本效益。

Just the opportunity cost of having the CEO's time taken up with this stuff should be enough to stop the madness.只要机会成本了CEO的时间与这些东西应足以阻止疯狂。 There so many activities that only they can do; what are they giving up by keeping marketing, with all the tasks and activities that need to be managed, on their plate?有这么多的活动，只有他们能做什么，他们放弃了维持市场营销，所有的任务和活动，需要加以管理，其板？

This kind of inefficient approach isn't limited to CEOs; mosaic marketing is pursued by solopreneurs too.这种效率低下的做法是不局限于首席执行官;花叶营销追求的是solopreneurs了。 The same lack of efficiency and integration applies there as well, if not more so.同样的缺乏效率和一体化的适用以及存在，如果不是更多的话做。 With a one-person service firm, where company success relies entirely on the owner, why would that owner use so much of their time and energy on managing the marketing?随着一人服务公司，在公司的成功完全依靠老板，为什么老板用这么多时间和精力上的营销管理？

The way for a CEO (or solopreneur) to go from mosaic to full-length for their marketing mirror is simple: Take on a service provider to be the company's marketing partner.的方式为公司首席执行官（或solopreneur ）从去马赛克，以完整长度的营销镜子很简单：以一个服务供应商将公司的营销合作伙伴。 Find a firm that can talk strategy, and then go out and make the right things happen.找到一个公司，可以谈战略，然后去做出正确的事情。 Hold this partner accountable for integrating the entire marketing effort, for producing measurable results, and for keeping costs optimized.举行这次的合作伙伴将负责整个市场营销的努力，生产可衡量的结果，并降低成本优化。

Do this, and your market will be able to see you much more clearly.做到这一点，你的市场将能够看到你更清楚。 Marketing will be better able to support sales, and you will be able to get on to other things that need your attention.营销将能够更好地支持销售，你将能对其他的事情需要您的关注。

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