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

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
  • Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty. But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool. The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming […]

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine