Friday, December 23, 2016

Marketing Today: "What Works?"
Avoiding the Weeds

As marketers it’s easy to get mired in details and find yourself deep in the weeds.

“What Works?” and evil twin, “What’s Working Now?” are always on our minds. Internet advice is free. Top 10 lists and clever infographics abound. We are told ad nauseam, “Advertising is dead.” “Social media is king.” “Content is king.” “Video posts perform higher.” “Big data solves all.” “Just download our eBook.” And a hundred others. Still a gnawing gut feeling remains.

The goal of our “What Works” series is to target a weed-less big picture.

Tactics and execution matter. Yet drivers are key. Our first posting in this series promised a look at foundational thinking. Beliefs that offer informed direction no matter a brand’s business challenges—and, we might add, opportunities. We aim to make good on that pledge.

Our next posting will take up with #1 of a small set of core marketing beliefs. Beliefs to which my agency teams—and clients—turn. Because we find they work. Time and again.  Across industry verticals. Generating needed marketing solutions, creating fresh opportunities and satisfying business objectives with real-world results. Replacing worries of accountability with celebrations minor and occasionally major.

Stay tuned. Feel free to agree and disagree. We never claim all the answers. Your path may have paved similar and different directions. Great for you! So share. The marketing community is competitive and supportive.

As amends for my meanderings, a hint. Belief #1 ain’t tactical. It gets right to the heart. Meanwhile, let’s both try to avoid the weeds.

Paul Hydzik
Brand Catalyst

Image and blog © Paul J. Hydzik All rights reserved.

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