It’s Easy to Be Terrible at Marketing

In my past life in one of my roles as a big brand marketer, I’ll never forget the time when new management arrived, ushering in a relentless scrutiny of spending, particularly in my Brand department, the notorious "cost centre."

As the digital era raged on, our traditional marketing efforts were put under the microscope. We employed data scientists, mashed up TARP reports with website analytics, desperately seeking to justify every penny. The outtake (or rather, “perception”) was clear: TV was dying, and Search and Digital was where it was at. The challenge I had was daunting: proving ROI on brand spend was impossible, and so the “brand channel” cull to recoup budget began. It was a classic case of missing the forest for the trees—the result? A lacklustre year. What on earth could have gone wrong? Decisions were logical and insight-led. The problem was, those insights were too singularly focused on the point (and channel) at which the customer’s decision was made, as opposed to the many factors that influenced the decision in the lead up to it.

Fast forward to today, armed with insights from marketing greats like Les Binet, Peter Field, and the Ehrenberg-Bass Institute, the science proves that it is about balance. The days of singular digital activities ruling the roost are over. There's no silver bullet in marketing. The path to purchase is not always linear. We know that Search behaviour can be influenced by ads, ads by experiences, and experiences by the conversation you had down at your local fruit and veg shop this morning.

The path to effective marketing, therefore, is about balancing short-term marketing tactics (that focus on driving sales) and long-term brand building (that focus on building demand). That’s because oftentimes, the number of people in your category that are ready to buy “right now” may be small, so you need to be making an impression on those who are not yet ready to buy, so that when the time comes, you’re in the line-up for a share of their wallet.

Creating a plan that leverages both short-term and long-term marketing strategies takes a diverse range of skill sets because let's face it, marketing isn't a one-man show. It's a complex, collaborative performance that requires a deep understanding of your audience—a panoramic view of their desires, fears, and everyday quirks and then a marketing plan that converts those into solutions that can be found, be it a product or service, a blog, or a tutorial.

To strike the right chord in marketing, it takes a holistic approach made up of:

• Strategy and Planning: Your brand needs a coordinated, strategic approach that aligns with your overall business objectives, ensuring every marketing (and business) move is a step toward your ‘ideal’ brand.
• Customer Knowledge: True insight comes from robust third-party research, not assumptions. Understanding your customers' needs, preferences, and behaviours is paramount to making marketing moves that convert.?
• Distinctive Branding: Beyond just a logo, your brand needs a unique visual and verbal identity that makes it recognisable and familiar — even in the deafening noise of the market.
• Messaging: Own your narrative. Be proactive in crafting and spreading your messages, making sure they echo across the marketplace, shaping perceptions, and building belief in your brand as the best choice.
• Marketing Execution: Build your image and agitate action (and test and learn the balance between them). Remember to leverage your strengths and resources. Focus on what you can do best within the limits of your budget and manpower and keep it consistent. Consistency is how brands become known.

At MarketingMayd, we've mastered the art of marketing orchestration. If you’re ready to grow your in-house marketing team but progress needs to be gradual based on budgets, then MarketingMayd is for you. You invest one employee’s salary with us for a year. In exchange, you get access to our elite team dedicated to shaping your brand and marketing blueprint. This encompasses everything from strategy development, branding, and messaging, to the deployment of your marketing initiatives. We'll refine your marketing machine until it’s humming, and then find and train your ideal in-house marketer, ensuring they're the right fit for your newly defined marketing plan. After all, we’ve piloted your brand and know exactly what skills you need. It’s a solution for growing businesses that are ready to build their in-house marketing capability, but want to set the right foundations from the get go.

If you're poised to transform your brand into a market leader, don't settle for a one-note approach. We’ll set your marketing team up for success without the financial burden, risk, and time commitment of employing a whole team. For more info, drop into our inbox over at [email protected].

Mayd: where good businesses become great brands.