We live in an increasingly digitised world - but has the role of marketing really changed?
Our role as marketeers has changed in the sense that we need to keep up with customers' expectations. They are the ones who set the trends, choose what will be a successful platform and what won’t. They leave websites which take too long to load or block content which isn’t relevant. The fundamentals however are still the same.
The core challenge currently is that there are now so many options of where to spend your marketing money and resources it’s easy to get distracted.
Our job as marketeers is to pick the right set of tools to achieve the relevant objective. Our starting point at Genie Goals is always to understand the broader business and marketing objectives. This allows us to take a holistic view of the entire toolkit and understand the role of each channel in the marketing mix. Going through this process ensures we don’t just look at digital channels in isolation but how they work collectively amongst other channels.
We can then recommend the right metrics to measure the success of each of those channels in achieving your overall marketing objectives. It also enables us to challenge ourselves and our clients whether we are spending your money and resources in the right places.
Not necessarily - sometimes our recommendation is to spend less! Digital marketing isn’t a tick box exercise - there is no right or wrong strategy. It’s about selecting the right channels, platforms for your business objectives and audiences.
It’s easy to get distracted by the new and shiny offerings in the market. There is also this feeling that if you aren’t incorporating these in your marketing mix you are getting left behind.
Spend your money and resource on fewer things. Don’t spread yourself too thinly so you can focus on what is working well and what isn’t and most importantly understanding why. Above all, make sure that any shiny new thing on your plan helps you achieve your objectives. I come back to the same questions:
If you can confidently answer those questions, then it’s definitely worth adding it to the mix in your test and learn plan.
Our approach to test and learn starts from being really clear on your objective - what are you trying to prove or disprove. It could be around performance, it could be around simply testing if your audience is on that platform - it could be using that platform to test messaging, creative or audience profiles to apply that learning to other areas of your marketing plan. The great thing about a test and learn approach in digital marketing is that it is often quicker and cheaper to learn in these channels than other offline channels. So your objective could be less about results, but more about gaining tangible insights to apply to other areas of your plan. Just be sure you set the right metrics which are aligned to the objective so you are correctly measuring your version of success.
It’s easy to want to test lots of things at once, but the key is to be structured and considered and test selected elements at one time. The 70 20 10 model can provide you with a useful roadmap to testing.