Unless you’ve been living in a bubble you’ll be aware of the continued debate surrounding the benefits of traditional marketing versus digital marketing. My own thoughts are that they both offer channels to the marketplace and its up to marketers to decide the best mix to suit their audience.
However I’m still amazed that there are so many sales and marketing professionals out there who seem to be unwilling to accept that audience expectations across the marketing mix have changed or are in a state of flux and in many cases I think this is down to the FUD (Fear, Uncertainty and Doubt) factor.
This FUD factor keeps a business trapped in its comfort zone and seems to be aligned to the “we’ve always done it this way” approach even though “this way” doesn’t always appear to be working well and providing the desired results.
Over the last two years I’ve been quoted the following five reasons on numerous occasions (or close variations of them) for either continuing with marketing approaches that are accepted as not delivering the required results or for not implementing alternatives because they were new (to that specific person or company).
Here’s my 5 reasons your marketing may be failing
1. We really need to be at this tradeshow, if we don’t attend it will send the wrong signals out to our customers and prospects, they may think we’re in trouble.
2. We definitely need to be advertising in this magazine because our competitors are.
3. I don’t use social media so I don’t think our customers do.
4. I understand that we need to be producing content for our audience and that we need to get found on Google but I don’t have time for that.
5. We can’t upload that content to the website, it would provide too much information to our customers and to the competition.
Whether we (as marketers) like it or not technology has changed the way an audience interacts with a business. Traditional marketing is not dead but we need to be involved for the right reasons and these reasons should be linked to our business objectives.
Digital marketing offers the advantage that everything can be measured, monitored and analysed, almost in real time. If you’re involved in offline or traditional marketing activities make sure that you have KPI’s in place to determine what’s working and what’s not.
Remember the old adage “if you can’t measure it, you can’t manage it”
If you’d like some more information on how I can help you with your content strategy, get in touch. Rame Marketing also offer one-to-one and group marketing training and workshops to bring you up to date with digital marketing. I look forward to hearing from you. Contact us today on 01803 413481 or email firstname.lastname@example.org