I have a friend, Peter Shimon, who defines knowledge as knowing that a tomato is a fruit – and wisdom as knowing not to put it in a fruit salad.
I suspect that a similar analogy can be made for marketing.
We are all busy acquiring knowledge – in social media marketing, in mobile marketing, in customer relations management (CRM), in customer engagement, in “content” marketing, and on and on. As soon as there is a new buzz word or piece of jargon created (by whomever), marketers feel compelled to elevate it to the level of a discipline. Disciplines, of course, demand “right” and “wrong” ways of doing things. And with that come consultants and academics to “teach” us.
Sure, all of this accumulated knowledge is important. We need to keep up with the jargon and trends, even if only to know which will be lasting and which will be passing fashions.
But none of this leads to marketing wisdom.
Marketing wisdom is knowing what to put in your fruit salad.
Want to read more insider-perspective posts? Browse our entire archive of blog posts on expert advice and best practices tips by visiting the Industry Insights section of the Business-Software.com blog.
[This post originally appeared on the Competitive Advantage Marketing company blog and is republished with permission.]