Don’t get me wrong, I love marketing and nothing is more exciting than a client who wants to try new things, new technology and to engage with their customers more. But I am also a realist, marketing must deliver for the bottom line. For too long, too many people have seen marketing as the “fluffy stuff” that costs a lot of money whilst delivering very little.
Whilst arguably digital marketing is easier to measure, it hasn’t really helped this perception of marketing. Recent history is littered with examples of digital marketing that too many businesses are simply doing just for the sake of it,…. QR codes, keyword & link based SEO, Facebook live, Snapchat filters, virtual reality… and dare I say it, even the lofty mobile app.
For example, in 2016 the app market was worth over $35 billion globally, with the average UK user actively using 34 apps each month. That’s huge, but would an app for your business “cut through the noise” from 2.5 million other apps and add any value for your customer?
The problem isn’t the marketing tools themselves… there is a place and time for all of them, just not within every business. The problem is more their overuse by businesses that simply don’t need them. Marketing, digital or otherwise, should be about outcomes not outputs; it’s not about what marketing tools you use, but instead about what you want to achieve from your marketing.
Purple Robot specialise in marketing strategy, marketing campaigns and project management. We start at the end and ask “Where do you want to be? What does success look like for you?”
The answers for this should always be driven from your business strategy or its aims. This means your marketing is more likely to succeed because you will then only use the tools that will help you get when you want to go; saving time, money and making marketing valued more within your business.
We then finish at the beginning and ask “Are we where we wanted to be?” and “If not, why not?”. Measurement and a good set of Key Performance Indicators (KPIs) are critical to you and others knowing if your marketing is making a difference and adding value.
Try to avoid the lure of the shiny digital future … marketing is about what you want to achieve. If an immersive virtual reality experience will help you achieve your goals then great, if not, save your money for something that will.