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.
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?
Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]
Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]
Big names share their biggest confidence challenges on Claiming Your Confidence, The Podcast, hosted by Channel Seven Newsreader and author Katrina Blowers. The new show launches July 13 on iTunes and Spotify with three episodes dropping on week one: featuring Sunrise Host Edwina Bartholemew, Comedian Merrick Watts and record-breaking Ultra Runner Jacqui Bell. Each week […]
Full service production house Sam I Am has announced the arrival of five new commercial directors including writer-director Aimée-Lee Xu Hsien Curran (pictured), designer-turned-director Sinéad McDevitt along with directors Anita Lee, Dominic Allen and Joris Noordenbos. Writer-director Aimée-Lee Xu Hsien Curran creates work defined by rich visuals across both comedy and drama. She has directed […]
DiDi Australia has partnered with lifestyle publisher Urban List for its Make It A Date campaign, encouraging Australians to reconnect and commit to meaningful time with one another as COVID-19 restrictions lift across cities. The collaboration sees Urban List provide curated in-app destinations and venue recommendations to inspire Aussies to ‘make it a date’ and […]
Strategic communications and marketing agency, Archetype, has been appointed by HTC, Tile and Upright Technologies to drive awareness and sales for each brand’s consumer technology products. The agency has put its strategic and holistic thinking first, evolving the approach to market for all three product offerings. The new additions to Archetype’s portfolio showcase the agency’s […]
Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]