It seems the often accused purveyors of hype are highly susceptible to hype themselves. Hype within the marketing profession, especially in digital marketing, is simply out of control. There is a non-stop onslaught of next-big-things. Each with a compelling and intriguing title. At face value, it seems you should jump in with both feet. You can't afford for that train to leave without you. Right?
Here are some recent examples:
- Brand Storytelling
- Content Marketing
- Social Media
- Banner Advertising
- RSS Feeds
- Native Advertising
This gobbledygook leaves leaders of mid-size businesses puzzled or even paralyzed. Further complicating the matter, these same business leaders recognize that other organizations are generating rapid growth through digital marketing.
In fact, there is some level of truth in the hype, but frequently not enough to justify meaningful investment. At best, many of these next-big-things are simply evolving tactics. No sound marketing strategy should be substantially based on a single tactic. Successful, sustainable marketing is a mix of many, well-integrated tactics.
Invest in Results, Not Hype
So what's the best approach? Focus on the required results first. Deeply understand which results best propel the organization. Then and only then, work backwards from results to formulate strategy and prioritize tactics that will create the desired results -- effectively and efficiently. An honest process creates a plan largely composed of proven, predictable tactics. If a few new and trendy tactics are selected, it will be for the right reasons and proportions.
Each tactic employed at Brave New Markets, including some listed above, was new at one time. Focusing first on results enables us to look past the hype, test and prove many different marketing methods and deliver outstanding, repeatable results. It may not seem as exciting as the next-big-thing, but it works.
Chief Results Officer