Marketing is too tactical
Marketing can be too tactical. Over the years working in marketing one problem I see regularly are organizations chasing marketing tactics without an understanding of what they are trying to achieve, and worse, no way to measure the effectiveness to the company goals. This is prevalent in small business but not absent with larger organizations.
I came across the issue again this week with a client. I believe marketing is prone to a 'tactical' nature more than most other professions (in business). A friend and business associate, Dan Conroy once told me, "Everyone thinks they know marketing. And many companies will skimp spending because they think they know how to do it."
I would agree and claim two big reasons: 1) Chasing new fancy tactics because it's new, or in vogue. I'll bet every marketer has encountered a business owner coming in saying 'Hey, I just read that so and so is getting thousands of leads with this fancy video. Let's do video'. And 2) Not matching tactics to what they are supposed to achieve with a measurement vehicle.
The easy way to stop and determine whether your plans are too tactical (which I did with my client), is draw a simple map of simple objectives using the AIDA scale: Awareness, Interest, Decision, Action. I actually add to this using Awareness, Education, Interest, Decision, Action (Purchase), Retention, Upsell. Not every step is relevant to every business; however, I find this is a good way to start looking at which objective might be relevant (TO YOUR TARGET AUDIENCE...a whole new subject) and which ones are we trying to impact.
Make sure your tactics line up in the continuum above. And make sure that objective is relevant to your organization. If your tactic is impacting something irrelevant, get rid of it or modify it.
And definitely, please, don't forget to make sure you are measuring the impact. I asked my client "Is this direct response vehicle working? Have you received leads, she didn't know". Ugh. Make sure you think the measurement through.
Anyone else run across this regularly? I would love to hear your comments.
Jackie
I came across the issue again this week with a client. I believe marketing is prone to a 'tactical' nature more than most other professions (in business). A friend and business associate, Dan Conroy once told me, "Everyone thinks they know marketing. And many companies will skimp spending because they think they know how to do it."
I would agree and claim two big reasons: 1) Chasing new fancy tactics because it's new, or in vogue. I'll bet every marketer has encountered a business owner coming in saying 'Hey, I just read that so and so is getting thousands of leads with this fancy video. Let's do video'. And 2) Not matching tactics to what they are supposed to achieve with a measurement vehicle.
The easy way to stop and determine whether your plans are too tactical (which I did with my client), is draw a simple map of simple objectives using the AIDA scale: Awareness, Interest, Decision, Action. I actually add to this using Awareness, Education, Interest, Decision, Action (Purchase), Retention, Upsell. Not every step is relevant to every business; however, I find this is a good way to start looking at which objective might be relevant (TO YOUR TARGET AUDIENCE...a whole new subject) and which ones are we trying to impact.
Make sure your tactics line up in the continuum above. And make sure that objective is relevant to your organization. If your tactic is impacting something irrelevant, get rid of it or modify it.
And definitely, please, don't forget to make sure you are measuring the impact. I asked my client "Is this direct response vehicle working? Have you received leads, she didn't know". Ugh. Make sure you think the measurement through.
Anyone else run across this regularly? I would love to hear your comments.
Jackie
Thank you very much for the great information.
Thanks
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Totally agree - many companies go too "meta" - they think the tactic ITSELF will give them success, and forget the underlying product or service. My advice is simple for marketing : keep improving your product or service. Bottom line thinking. No matter how good your marketing and tactics, if your product or service sucks, you're making your life hard for yourself. Why would you want to do that?
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