If it feels like the marketing industry is speeding up, you’re right. The platforms, technologies and techniques we have at our disposal morph and multiply each week. And consumer behavior seems to shift just as frequently. Here are some fun stats:
It pays to think about your marketing efforts in two distinct ways - short-term optimization and long-term brand building.
Both are critical, but each has its own challenges in this current market. Because the goal is always the same - to accelerate growth.
There are a few key ways to optimize correctly:
When you get caught up in making our monthly (weekly/daily/hourly) numbers, you can lose sight of larger goals, namely to build your brand for the long term. The key here is investing in an integrated strategy grounded in deep consumer insights to guide ongoing campaigns and creative. That way, you’ll have a much stronger sense of who to target, where, when, and with what messages. And this also has major implications for product development and brand innovation.
We’ll explore this concept further in a future post. Stay tuned!
With all this in mind, it’s important to remember that much of the hype around marketing today is just that - hype. Technology may evolve, but the fundamentals stay the same - it’s our job as marketers to understand and address customer needs in compelling ways. Keep that mantra in mind as you navigate this ever-changing marketing landscape.