If you follow many of my posts here, you’ll know I advocate a balanced approach when thinking about how to introduce new marketing technologies within a mature, marketing planning model.
That’s easier said than done because there is fundamental disconnect in understanding how to use new technologies and in knowing what the business value of these technologies are. Often, there’s simply no way to know what they’ll do.
And that’s the hard core problem – these newer technologies are often time hogs with unknown results. If you do them, you are diverting precious resources from proven programs, but if you don’t, you could be missing great, new efficient programs that could really help.
Agencies don’t help much either. If they are a digital agency, then they advocate lots of great ideas – but often the client has to execute (no small investment). The larger agencies kinda stick to the mass media programs they can execute these efficiently within their fees (labor intensive programs like social media is a nightmare for larger agencies given falling fees).
So for those of us on the firing lines in the marketing world, let’s learn to become magicians. We have to learn create a solid foundation upon which we can create new “magic” program that brilliant marketing is all about.
What this means is that we do a thorough “kick the tires” discovery of the new technology. Then decide where it “fits” in our marketing engine. It is meant, for instance, to “improve” the efficiency of how we spend marketing dollars as in remarketing programs. Or, is the program useful for adding new qualified emails to your database.
No matter what you think the main objective is for the new program, be sure it delivers at least one other value beyond the key performance metric you have in mind. You may, for instance, do a co-reg program but it should also has value to you for improving the quality of your customer database. In short, don’t put your all marketing eggs in one metric basket because there’s a 50/50 chance that at least one thing will go wrong.
Becoming a magician can be great fun and a challenge. But it can be done because it is really a function of practice, patience, persistence and a keen eye on the end game. Stephen L. Carter succinctly puts it, “Words are magic. We conjure with them.”
Start conjuring … but be smart about it.
Filed under: advertising, brand awareness, digital marketing, emarketing, judy shapiro, online advertising | Tagged: advertising agencies, digital marketing, emarketing, internet marketing, media plans, social media | 1 Comment »