It seems the often accused purveyors of hype are highly susceptible to hype themselves. Hype within the marketing profession, especially in digital marketing, is basically out of control. There is a non-stop onslaught of next-big-things. Each has 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
- Marketing Automation
- Social Media Analytics
- Content Marketing
- Big Data
- Native Advertising
This gobbledygook leaves many business leaders puzzled or even paralyzed. Further complicating the matter, these same business leaders know that other organizations are reaping significant success through digital marketing.
In fact, there is some level of truth in the hype, but frequently not enough to justify the hype. 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 what type of results best propel the organization. Then and only then, work backwards from results to formulate strategy and select tactics that will create the desired results -- effectively and efficiently. An honest process likely creates a plan largely composed of proven, predictable tactics. If some new and trendy tactics are selected, it will be for the right reasons.
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 peddling the next-big-thing, but it works.
Chief Results Officer