Buzzzzz…what’s that?
It seems that digital marketing is building new concepts everyday. We’ve gone from using digital to support our traditional campaigns to moving all our dollars to digital initiatives. And while I too believe digital is the here and now, I think we’re slowly starting to fall into what we “ought” to have instead of what we “need” to succeed.
Recent studies prove that more and more agencies are turning their media dollars away from traditional tactics and towards digital channels. The trouble is, you often find yourself moving on something without having a chance to evaluate whether or not it’s right for your particular brand/company/client. The aftermath? Failed campaigns, money lost by the wayside, leads turned cold…why? Because you weren’t thinking about whether or not your selected tactic was going to help you meet your goal. In the midst of marketing metamorphosis…you forgot to consider your goals before diving head first into the cool factor.
In today’s world, we as consumers live in a marketing playground. It’s up to the marketer to figure out if we prefer the swing or the slide and believe it or not you probably already have that data if you know who your customers are.
So let’s think about this again…do you really need a campaign to redesign all of your collateral to include QR codes if you’re looking to covert prospects to shoppers? Do you really have to be on facebook AND twitter if your audience isn’t influenced by these already? Maybe your money is better spent elsewhere, like on getting to know what truly drives your customers’ decision making process. ultimately, who cares if you’re not doing the same thing as the other guy? Remember it’s a pretty big playground…we don’t all have to go on the swing at once. Happy marketing!
