The larger your company, audience or stakeholder group, the less your most useful marketing will scale. That is, if you accept the notion that social marketing, word-of-mouth marketing and one-to-one marketing is your most useful.
Surveying the greater blogosphere in the marketing space these days, I’m a bit concerned at the recent thrust for everyone to discuss and promote the idea of marketing automation. Don’t get me wrong, I use it, believe in it and know that it does one critical thing that your business will at some point need: It scales one-to-one communication. Marketing automation — having auto-responders and timed email and other messages sent to individuals based on their previous behaviors and interactions with your brand — is incredible. But as much as I believe in the power of marketing automation, I also believe in the lazy marketer’s ability to muck it up, royally.