I found this article on www.marketingprofs.com by Tom Shapiro and couldn’t agree more. After years of changes by the month on internet advertising it became time to assess the strategy of what was done and apply any kind of KPI that justifies the spend.
If you are like me, in charge of a large online budget then you too have the 50+ voicemails of every pitch under the sun telling you they are the best. Tom Shapiro is the founder and CEO of Digital Marketing NOW and speaks volumes in this article. I recommend you click the link at the bottom and read the entire article.
Marketing is changing and evolving at a rapid pace. To keep up, chief marketing officers (CMOs) need to consistently look into their crystal ball to keep their companies in the spotlight—and ahead of the competition. Here are five major changes taking shape in 2012 that only a CMO willing to commit career suicide would ignore.
A Return to Strategy
The marketing world has been abuzz about every possible digital marketing tactic in the book, including mobile couponing, augmented reality, and real-time bidding by digital media exchanges. Many CMOs become entranced by those bright and shiny digital marketing options. However, the smartest CMOs understand that tactics come and go, and those CMOs are going to be the ones leading a movement back to strategy.
Focus on the right strategy, and you’ll develop a winning marketing formula. Look at successful companies such as Apple, Procter & Gamble, and Nordstrom. Their clear strategies get real business results—regardless of the tactics they employ at any given moment. One national food brand invested in every imaginable new marketing tactic to drive traffic to its website. However, the site experience was so out of sync with what site visitors wanted that they never returned. (Analytics showed a dismal 1:1 visit-to-visitor ratio for the brand’s site.) Consequently, the company’s marketing campaigns delivered a bad brand experience, doing more damage than good. Ironically, as the company implemented more tactics, it did more damage. Instead, the food brand needed to thrill customers and prospects by showing—on its site, in its ads, and at the supermarket—how it helped them achieve their goals. And that starts with a clear strategy. Follow the lead of companies like Apple: Unlock what thrills your customers and your tactics will be much more effective.