Are You Eating That Marketing Elephant?

Are You Eating That Marketing Elephant?
SHARE
THIS



In this opinion piece, Melotti Media founder Christopher Melotti (pictured below) explains how marketers can keep up with the rapidly evolving industry landscape one bite at a time.

Christopher Melotti

There’s no doubt about it – marketing is changing so rapidly that it’s almost becoming an impossible evolving enigma. Gone are the days when all that was needed was to print a pretty picture onto a page and show it to a mass audience to get them to come to you.

Today, we have an ever-growing list of new and expanding marketing tactics, including: automation, smartphone applications, augmented reality, conversion rate optimisation, big data, live streaming, blogging, digital, social media, neuromarketing, retargeting, SEO, content management, tracking pixels, post boosting, sponsored listings, AdWords, relationships, viral… the list goes on and on.

So, it’s no wonder why marketers these days are immersed and overwhelmed; it’s both an exciting time to be in the profession, but also a daunting one. Every marketer should always strive to be on the cutting edge of our practice, but there are only so many hours in the day. It’s like you need a clone of yourself to be doing the day-to-day while you sit and study every new technique invented that week just to keep up.

It really is up to us as marketers to keep ahead

Naturally, not everything that pops up is always relevant, effective or useful, but a lot of it is, and as marketing professionals, we are solely responsible for keeping up to date with our craft. It’s not only that it’s expected of us – we also expect it of ourselves too. I practice many forms of marketing every day and employ different tactics all the time, however, I always get that one client emailing me asking if I know what some new XYZ is and how can we use it in the new campaign. It’s extremely embarrassing when you have to admit to both yourself and them that you have never heard of this XYZ they speak of.

The only way to truly keep up to date with these new techniques is to subscribe to journals and marketing blogs to at least be made aware of what’s new and upcoming, and then take the time to research and perhaps even adopt them if they fit. But, granted, it’s a mammoth task.

So, how do we deal with this?

We’re only human after all, and if your role is anything like mine, you’re already stretched pretty thin keeping up with your own marketing projects, let alone investing time everyday learning what new product Facebook has introduced to help better track your ad spend or what paper is being released on a new approach to neuromarketing. It’s very easy to get overwhelmed.

Worse still, marketers tend to be results and project-driven, which means we want to implement several different things which all sound amazing, and we want it done yesterday –  and in doing so, we find ourselves in a stressed mess on the floor.

There’s hope… one bite at a time

It really comes down to that good old cliché: how do you eat a (marketing) elephant? One bite at a time. It truly is the only way to keep abreast of the profession and hold your sanity in check. One of the best pieces of advice I give to colleagues and clients is: of a list of 30 new marketing tactics, pick two or three that are most relevant to your organisation, and get them right first, before looking at the next thing.

If you do that, then you’re already winning! It means that you’re already ahead of the game, and doing it well. It’s better to focus on getting a few approaches up and running strongly and reaping solid results, than spreading your efforts poorly across too many projects at once and failing across the entire board.

For example, it would be overwhelming to adopt a massive new marketing automation platform like Marketo into a new business while at the same time, implementing a new marketing to sales support system. Sure, both would be valuable, and perhaps there will be some overlaps, but your resources and focus will be so divided that you’ll end up with an under-cooked and ineffective version of both. It’s best to assess which few tactics best align with your overall marketing strategy and utilise your assets into launching those specific programs well to produce tangible results.

No organisation’s marketing is ever perfect, but you will certainly be pushing it in the right direction by not becoming inundated, but by being selective and open to new technology and approaches as they come available.

What are your thoughts?

Latest News

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine