It’s not only that people aren’t paying attention anymore, they aren’t following. Many marketers, even with years of experience can sometimes make this mistake. Does your content speak to the season? Is your content flexible and adaptable? Can you easily answer those questions?
Business and marketing in this economy seems to look ineffective on the surface, but media, partnerships, and product delivery strategy come in handy in an environment where people change their minds so quickly. Following the trends is one thing and reacting to the data is another.
It is sometimes funny to see how the projected sales numbers actually look like after the winter holiday season. Oh yes, retailers have their minds set on focusing their campaigns on making a killing at the close of the second quarter, and the year. Quite often things don’t turn out as planned and the softer side of things turns up on the back side of the brand running the campaign strategy. Oh sure, there are ad guys to blame and creative teams to blame, because this idea or another idea didn’t work. An actor in the commercial was positioned wrong or the print photography came out wrong. Who knows? The real data knows.
Let’s just say the initial confidence of your superior marketing strategy wears off and reality sets in. You know something is not right with the numbers. Many people are going to the campaign website, but little or any goals are converting. What do you do then? What do you do if your supply chain management cannot handle the amount of potential customers, and you lose customers? There are hundreds of other scenarios that can affect your bottom line as a result of relying on instinctive marketing strategies.
As you can tell I love to connect numbers as values to situations and circumstances. To most the methodology doesn’t make sense, but in the world of marketing economics it all makes sense. Baseball legend Willie Keeler said it best, ““Keep your eye on the ball and hit ‘em where they ain’t,” yeah that’s the best remedy if your marketing spend budget isn’t a few million or better.