This is why marketing is so fricking difficult
Mark Bishop
Fractional CMO based in London specialising in Cyber, Fintech, IoT, Business Analytics, AI
Dear friends, I read this recently:
Marketing is the only field I know where once a new strategy has been tried and is found to work, it completely stops working.
Absolutely nailed it. This is the single reason marketing is tough.
Marketing is all about using channels, techniques and messaging in unique and creative ways that stand out from the crowd to get you mindshare for whatever it is you are promoting. As soon as you find the winning formula everyone knows about it and copy it, so so it's longer effective.
That's what makes us marketers a little bit bonkers. We have to keep trying new things. Doing the same thing as you did before means you are effectively going backwards. Did you ever meet a successful marketer that wasn't experimenting or a bit of a risk taker?
Pushing things forward to try brand new ideas can lead to challenging conversations in a business. How does a marketer build a business case that demonstrates ROI for a brand new marketing strategy or programme? It's not easy and involves some guesswork and intuition - there are two words that most CFOs seem to hate. Nothing in marketing is predictable. It sounds unbelievable, but I've been in a meeting where someone has suggested we "create a viral marketing campaign". Yeah, like that's something you can just roll-out.
That said, the challenge of constantly trying to find a winning strategy is is what makes it a such an interesting career choice.
Engaging with the tech industry globally utilising Storytelling for PR, Brand, Content Marketing and Research ?berkeleypr.com ?
5 年Love this!? "create a viral marketing campaign" I cannot tell you how many times I have had this as a request as being an essential part in the 1st month of work!
Member Services Executive at People's Partnership
5 年Mark, many marketers can reflect on this same subject, but from my experience of working in your team, I know you embrace this challenge and achieve great results!
With our proprietary approach to performance marketing, we can drive up your CTRs by 200%, 300% or even 400%. Give me a call and I'll give you a demo of our new service, TAO (Test. Analyse. Optimise.)
5 年Mark, good article. Distinct product. Distinct purpose. Distinct strategy. Distinct creative. Which means we’re in a continuous cycle of finding the next big breakthrough. Tough job. But gratifying when we get there.