Ask Who, Then What

If you're running a small or medium sized business, or perhaps a marketing department, it's difficult to stay on top of all the marketing changes over the last couple of years. Social media, networking, new technologies... who can keep up with it all?

One way to stay on top of your marketing game it so be actively engaged. Set up Google alerts, RSS feeds, and become an avid reader of industry magazines. Even with all of this information, we, as marketers, rarely have the time to stay on top of every bit of marketing news. So how can you manage it all? Ask who, then what.

Marketing technologies, strategies, and tactics will continually evolve and change. Therefore, you need the right people on your team who can keep up with different aspects of marketing - regardless of what changes come about.

Think about your team members and what they're most interested in. Is it marketing on Facebook, Twitter, or some other social networking site? How about mobile marketing or changes in the online advertising space. Find someone who is genuinely interested in an emerging aspect of marketing and have them update you on a regular basis. This is how the best marketers stay on top of just about everything.

Of course you could always work with an agency (if you budget allows), but an agency is doing the same thing you can do on your own. This is especially true if you have a team of people. Schedule monthly "update" meetings and ask everyone to report. You can then take this information to determine whether or not you have an opportunity to succeed with a new type of media or marketing tactic.

Keeping informed is much easier with the right people. First ask who, then what!