Are you a fan of thumbs twiddling marketing?
As a marketer, there are various tactics and strategies from marketer’ playbook to solve various funnel problems. The marketer needs to be crystal clear with what problem is he/she solving? And not get swayed by the means or solve being deployed.
In today’s world, everything can get swayed to creation of content. Content that moves the audience so much that they like, comment, share, trend your brand. Marketers keep thumping thier chests with numerous anecdotes, comments people are saying about the coolness of the brand and get into the spiral of mindless engagement.
The ad that you put out in the newspaper (a lot more cerebral in nature and yes edgy n creative), so much so that it creates conversations across marketing eco chambers and platforms start circulating ‘how this brand gone viral’ across marketing fraternity. And may be win a few awards too.
But the biggest peril of all the above is that if the consumer completely misses seeing it or worst, sees but doesn’t understand your edgy piece of content (that got so many likes and comments from junta that may be not your target audience or still sitting on the other side of fence) and hence doesn’t ring the cash registers, then you are doomed.
Then, you look back and ask where did it go wrong? The answer being in the questions of ‘who is my customer’ and ‘what barriers or fears they have for your brand stories to actually solve’. Then, you realise what you call your brand and awareness and engagement, is all not passing the smell test of classical marketing -
#Marketing is the art and science of making your product first ‘sell’ and, as early as possible or eventually at a ‘profit’!
Its easy to get swayed by shiny bling things that engagement can bring and lose the core objective of any initiative. 'we got something' doesnt work. Once, the core objective, outputs, measures are defined it is much clearer on 'why' to deploy any tool from the marketer toolkit.
Thoughts?
#digitalamarketing #contentmarketing
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