January 15, 2009

When "marketing" fails.

"Marketing" is a woefully inadequate word to use when marketing.

It’s a catch-all for any number of job descriptions. And rightly so, for the most part. But nine times out of ten the word refers primarily to “sales”. Fine. If you are after a general sales job, just mention “marketing” to prospective recruiters and employers; you’ll be ok.
But the word can also be very misleading; being used to describe any number of vague job opportunities. Be specific in your search. Or be prepared to wade through a sea of dead-end leads. If you are after something specific within the marketing portfolio (e.g. research, product management, communications, metrics, etc.), be precise. Ask questions. Clarify your search.

Then get to the business of marketing yourself appropriately.