Do we understand our purpose with marketing beyond the fluff?
The way some marketing terms are thrown around, invokes quite a bit of intrigue within me. We are in an age where the only thing that matters to a consumer is being relevant and relatable, everything else is fluff.
It puzzles me more when the conversations among marketers many times remains very vague. For example, there is whole lot talking about content marketing, digital marketing, inbound marketing and so on. As a career B2B marketer myself, I’m often exasperated by the usage of these terms because these are messages and channels, NOT methods or components of marketing strategy.
Mediums or methods?
To market anything you need to have a message (content) and it would be sent across a marketing channel (mediums such as online, offline, etc.). It is superseded by strategy that answers the what’s and why’s of doing it. Thus social media marketing or content marketing are not absolutes just for the same reason we don’t have terms such as ‘television marketing’ or ‘newspaper marketing’.
Recently, we had a conversation with Ramesh Srivats, the CEO of TenTenTen Digitals Products who beautifully described that the very conception of “media” such as social media or digital media is something to be rethought, because, the moment we think media – we think of pushing a message across and are no more looking to interact.
What are we measuring? May be ask “why”?
One of the biggest challenge when helping a company set up its marketing has been to arrive at an answer to this million dollar question – what to measure?
For many organizations, with the increase in the number of sophisticated tools to analyze; accumulating leads has been the only major goal out of marketing on the digital mediums. Every other description you hear about the campaigns trying to also driving brand value or engagement is more often than not “fluff”. Even if the only goal is lead generation, how do we measure what campaigns drive results or why a campaign has delivered?
Drilling down can give you cost per lead, number of clicks, number of impressions but what drives these clicks? How can we make this a repeatable story given this campaign is successful?
Driven by fluff or purpose?
I ask my customers, “What use is it to know your click-through rates if most of them are bots? Or what use is it if the heat map doesn’t tell you why you get so many click when you place the CTA at a particular point?” One needs to be able to arrive at the whole picture with respect to the goal pursued with an advert or a campaign.
The recent article titled on TechCrunch wonderfully describes how many of the commercial websites that use Google Analytics as their only source of marketing analytics are limited from understanding their actual ROI and how it can lead to applying faulty metrics in turn leading to ineffective marketing strategies.
Are we actually ready to look at marketing beyond fluff, buzz words and shortsightedness? Are we ready to actually market understand the purpose?
Looking forward to your thoughts!