Navigating the Complexity of the Modern Marketing Maze
Everyone Wants a Piece of Your Pie
The Modern Marketing Model (MMM) is a somewhat impenetrable array of tools, considerations, and activations, taking into account multiple approaches, platforms, and concepts, making it feel like a maze that's just a bit too much for most. It also changes every week at the moment. It’s gone bonkers with AI, but it was staggeringly complicated before ChatGPT arrived.
ChiefMartec's recent 2023 marketing technology landscape report boasted a staggering 11,038 tools:
This number starkly contrasts the modest 150 tools recorded in 2011 (which still seems like a lot, to be honest). It’s emblematic of the exponential growth in marketing complexity. This progression underscores the intricate interplay between technology, consumer behaviour, and the dynamic shifts within the market. The first question is: "why?" Followed quickly by "Just how much marketing can you do?" "How many ways are there to sell a product?" and "Why is getting your product in front of potential customers still so frustratingly difficult given all of this tech to make things easier?" The answer, like most things, is money. The marketing world has become so complex that you need a Master’s in Mathematics to work out even a simple attribution model, and to build, execute, and refine it, you have to spend money. The opportunity for Martech/agencies, etc., to jump on the bandwagon and try to carve out a small percent of an estimated US$531 Billion industry (2022 figures) is overwhelming. That's why you need to understand the MMM and how to navigate the maze it presents.
What is A Modern Marketing Model?
Let’s first look at what a modern marketing model entails. My old Strategy Director talked about this ten years ago, but I feel it still stands strong today. It encompasses an integrated, customer-centric approach that aligns with the various stages of the buyer's journey (i.e., what does a customer want, and where do you find them to show them yours, as it were). Beginning with pure awareness, you should use digital and traditional platforms to show potential customers what you have. Once you've got some awareness, you need targeted strategies to guide people through consideration and preference phases that lead to a deeper understanding and 'want' for your product or services. Personalised marketing, engaging storytelling, and social proof build preference, while online experiences and incentives drive the intention to purchase. Hopefully, and I mean hopefully, someone will then buy what you're selling (or marketing, in this case). Continuous customer engagement fosters long-term relationships.
That's marketing in a nutshell, but it is no longer as simple as Mad Men would have you believe it used to be.
Nothing is Linear, Everything Is Complex; Beware The Snake Oil
The MMM recognises the importance of data analysis, adaptability, and finding the right platforms for each journey stage. But that’s not to say they’re static. One company’s awareness may be driven on Facebook , another through blog posts and organic traffic; some will need to rely on paid ads. This might flip when we come to the active consideration phase; it might flip to YouTube and review platforms or LinkedIn . You may only need a potential customer on an email sequence to close a deal or may need to pass a lead to sales. It’s nowhere near as simple as a linear journey and hardly ever replicable from one business to another, and no one has the answers upfront.
Beware the person who tells you they "know." They don’t. I have access to five different instances of Google Analytics. Meta Business Suite, EDM suites, CRMs, etc., for some of my clients. It’s not until you do some real in-depth analysis that you understand how a customer interacts with an organisation. And that’s not even considering offline marketing, such as word-of-mouth, out-of-home, radio, etc.
Getting Through The Maze
Put simply, it’s a maze, a labyrinthine landscape that unfolds before businesses, both small and large. The aforementioned 11,000+ digital marketing tools mark this complex terrain, many potential agencies of different ilks all trying to sell their specific thing, intricate tracking metrics, collaborative partnerships, and multifaceted marketing strategies. The journey through this landscape is awash with people who are burnt out from having their feet burned by one party or another and creative people in marketing roles who thought it would be fun and creative yet find themselves looking at spreadsheets and reporting on a 0.1% change in a CPC or comparing the CTR of 50 different search terms to narrow down targeting. A degree in mathematics shouldn’t be a prerequisite for marketing.
So, why has marketing evolved into this intricate tapestry? What has led to the formidable challenge of presenting your product before potential customers? The answer is multifaceted and deeply intertwined with the pursuit of profitability. The marketing realm has burgeoned into a domain where even unraveling a straightforward attribution model demands an analytical prowess akin to something Einstein would recognise. Execution, refinement, and optimisation; these crucial elements come at a cost, one that businesses willingly bear in their quest to secure the elusive statistics that signify triumph.
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No, You're Not Going To Go Viral, But That Doesn't Matter
However, the complexity of the functionality available isn’t the only concern here. Marketing is now an intricate dance between consumer behaviour and strategy. As consumer behaviours have evolved into nuanced patterns, demanding personalised approaches, marketing strategies have adapted to these intricacies. The entwined web of marketing complexity mirrors the elaborate tapestry of consumer behaviour and expectations. However, if there’s one thing we all know, especially today, it’s that ANYTHING can go viral and cause a seismic shift in the discourse. No one can define this specifically, but we all know we want it and are all subject to its whims. In my mind, it still goes back to the essential elements of any good marketing strategy: creativity (and, somewhat paradoxically) consistency. Sure, you can do one amazing thing and get lucky that it blows up the internet, but you must be bloody lucky.
The reality for most is that you don’t offer a product or service that lends itself to this sort of fame. You still need that creative element, but you need to pair it with consistency. Most research (hit me up if you want some citations; there are too many to list here!) suggests that someone has to see an ad from a company seven to eight times before it sticks. How many companies these days have campaigns consistent enough to allow for this? Unless you’re spending millions, it might take years for someone to see your ads that many times. But most companies will get bored and re-pitch their account after a year to get something ‘fresh’. All they’re really doing is hoping for that dream viral hit when what they should be doing is consistently ramming home their brand message across every touchpoint.
The complexity of the MMM is a direct result of the profusion of brands clamouring for attention in a more and more saturated market with little idea of what they stand for and an ever-changing approach to marketing that means they don’t build up that brand recognition. Everyone gets promised quick, efficient outcomes if they use this tech or take this new approach, but give it six months, and some new shiny thing comes along to gazump what was new and shiny six months ago. The sheer volume of options can be overwhelming, compelling businesses to grapple with efficiently managing their growing arsenal of marketing tools.
The crux of the matter lies in the marketing strategy. In an era characterised by unrelenting change, strategies must be agile and adaptive. The ever-shifting market necessitates a continuous analysis cycle, strategic pivots, and optimisations. This dance demands a profound comprehension of the market, the competitive landscape, and, above all, the customer. Yet, this unrelenting quest for adaptation can sometimes be a company's biggest pitfall with its marketing strategy.
This Is The Bit You Really Need to Read
So, how can you successfully navigate this intricate labyrinth of marketing complexity? Here are some strategic guideposts to illuminate the path (I’ll stop with the maze metaphors now).
If you can nail these eight points, everything else is peripheral and executional:
Amidst all this talk of complexity and challenges, the potential for authentic and profound engagement has never been more promising. The marketing world is more accessible than ever. You just need someone who’s been through the maze a few times to help you on your journey (okay, definitely the final, final maze reference).
My apologies to Glyn Britton for 'borrowing' some of your ideas, They still resonate with me and how I help clients today!