Though this phrase is as grotesque as it was when it was most likely dreamed up, it still holds true today when it comes to marketing.
With the development of new tools or technologies there is always a push to redefine how marketing works, the most recent being social media. Treating it like any other media outlet can lead to lackluster, or very possibly, non-existent results.
Old tools or techniques do not magically become obsolete overnight–that takes decades. For example, much to people’s surprise, the Fax machine is alive and well, and not just in 2nd or 3rd world countries. Here in the US there are major companies that still rely heavily on faxes. If you don’t believe me, talk to a lawyer or health care worker. Ignoring a whole segment because you yourself don’t use it is not wise. You are welcome to throw all your eggs into one basket if you like but the most important free advice I will ever give out is: “You do that at your peril!”
Eventually, you will reap the rewards of tunnel vision.
Diversity, just as in a financial portfolio, is the solid foundation on which marketing is built. The fundamental principle of inserting your business into the lives of people requires that you use multiple options. Believe it or not, not everyone in the United States has a Twitter or even, (gasp!) dare I say, a Facebook account. Yes,they reach a specific audience and their influence-sphere is important, but you risk losing important segments if you narrow your focus towards social media alone.
So the beauty of the phrase “There is more than one way to skin a cat!” is that it immediately inserts a (fascinatingly gruesome) visual image into your brain. And even for the most sensitive of us, we are led to think about how many ways we actually could skin a cat. That’s what marketing is all about..creative diversity.