What Politics and The marketing industry have in common.

Read nearly any marketing industry site that contains "news" about the recent happenings and you will see titles like "cookies are dead", "Adblokkers are killing advertising", "global warming means smaller market size", "traffic fraud costs advertisers billions" and more. Can you tell I made one of those up? But I did it to show the parallel between marketing news and recent political news. If you polled marketers across the industry you would get any number of camps for or against bluetooth vs. wifi, cookies vs. IP's, how well data really works, and if we can really bridge that last meter in location based marketing. Much like the saying for the X-Files "the truth is out there". And again much like the X-Files the only way to get to the bottom of it is to;

1.Spend time fact finding then base  your decision on the findings and what is best for you.

2. Test, test, test

3. Hire a third party that is reasonably priced and has done either 1 or 2 or both for you.

The root of marketings problems. - The root of marketings problems right now are not that different from the same problems we all face personally. Many fear change, and it is easier to yell "he sky is falling!" and hope it does;t hit us than to do one of the three listed above, while we continue to search for the magical mystical easy button. So in our hunt instead of search for fact vs. fiction turn to the media (who we all know is completely unbiased). rather than turn to due diligence and seek out users of the solutions we are looking forthrough peers, or test on our own or even better hire a consultant with past experience it is easier to hunt down an article that tells us how bad others say it is to validate our fears. We "what if" every single angle and solution to death until we are sure everything is vaporware except those we have seen work for others.

Risk vs. Reward. - Most marketers are driven by the risk first as opposed to seeking out what the real reward for being an early adopter or risk taker could be. It is human nature to worry about the risk and the negative affects and focus on them first before even considering the reward. Like anything else there are a lot of variables and it is a gamble. What is not happening is marketers stopping and taking a step back to measure the waste within their current budget spends to see if it makes sense to direct those funds to testing something that is new and currently getting good results for others. No we are quick to dismiss that as "it is not within our budget", "it works for them because they have found a trick", "it only works for that product, niche, (fill in the blank)".

The bottom line. - While marketers continue to focus on why they can't do something market leaders are beginning to exploit market opportunity and widening the gap between the haves and the have nots. Smaller companies focus on "we don't have the budget to try that" while larger companies make it a priority to set small budget amounts aside to test new technologies they believe to be a good fit and worthwhile risk (anyone get the Disney reference here). Listening to the pundits who extrapolate findings from small or unrealistic data samples leaves most marketers falling behind in areas like location based marketing, mobile adoption, data based marketing decisions and strategy and even customer centric approaches to marketing currently shown to add huge value to ROI and retention. Marketers need to shed this cycle in order to improve relations with the consumer and offer them the exceptional experience they are begging for.

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Thoughts? Feedback? Feel free to engage each other here and keep this an open forum. Comment here so we can keep the conversation going. If you enjoyed this article please see my others at https://www.dhirubhai.net/today/post/articles/650596?trk=mp-reader-h

Need help? - Bryan Gissiner has been in Digital Advertising for over 20 years in everything from retail to Founding his own tier two ad network. Currently, he helps companies utilize the right mix of current advanced technologies and marketing to outperform all of the other available alternative solutions in their target markets. He is a regular contributor on LinkedIn, with a large following of other experts from a number of different areas.

Bryan Gissiner has worked on both the publisher and advertiser side helping them to find ways to save budget and increase return on those budgets, often making them 2-3x more successful.

Connect with me! - , please go to www.dhirubhai.net/in/bryangiss, @bryangiss on twitter or contact directly [email protected] and send me an invite with specific requests, to discuss how he can bring his experience to add value to your company and help it continue to grow revenue and ROI.