I’ve always been keen on observing parallels between two seemingly unrelated things. For instance, in my financial career, often people would ask me “what stock should I buy?”. The answer would be much more complex than the question because of all the variables I didn’t know about the customer. It does illustrate a commonly shared belief, even in marketing, about some “silver bullet” that will make money fast. Sure there are always exceptions, but they rarely happen without an equal of amount of hard work and time.
The reality of marketing is that there isn’t one thing that will propel a brand. Sometimes a big PR hit or the right ad or influencer will give you a boost, but that is usually accompanied by a return to status quo. The path to success is a bit longer and more complex.
When we think of a marketing strategy, we need to think whole vs. parts. Not only do we want our customers to see our brand multiple times, but in multiple ways as well. Digital is a hot medium currently and has given some amazing insights we didn’t once have. Digital, even with metrics, is still one rung of the ladder, one touchpoint of many we should be engaged in. Additionally, it has a place and time. For instance, digital is good at driving a specific CTA (call to action). eComm, event tickets sales, etc. all benefit immediately from a click and have a clear ROI. Driving impressions, however, is a bit less clear, but absolutely a smaller part of the larger marketing picture.
Simply put, your marketing strategy should include exceptional, relevant content that does right by your brand and is delivered appropriately to the most effective channels of marketing. This should also happen in conjunction with other efforts related to your plan, sales incentives, pricing promotions etc. A great and poignant message delivered optimally to your audience.
Think whole-picture, multi-faceted and relevant content when you think marketing and you can be sure you’re checking all the boxes and not relying on a silver bullet.