What is the difference between a successful marketing campaign and an unsuccessful one?  Yes, ROI is certainly the standard answer, but it is also completely insufficient.

A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the gas pedal. The largest sport-utility or the speediest sportscar fight the same battle: let off the gas, and they will both eventually slow down, stop, and then start rolling backwards downhill.  Likewise, the inertia of the market – competitive noise, client disinterest, and short-term memories – can only be overcome with more than a single pump of the marketing gas pedal.

What does this look like?  Consider:

• Content Marketing:  Continuous creation of target-audience-relevant content, across a number of target-relevant channels.  Stopping content development means that you were more relevant in the past.  Today, you are yesterday’s news.
• Marketing Automation: The ability to create nurture marketing email and real-world connections with your stakeholders, including prospects, clients, members, candidates, and suppliers.
• Social Media:  Scheduled posts, interactions, and connections.  Evidence that the community is alive – not a ghost town or a repository of narcissistic postings.
• Advertising:  This can provide exposure to audiences that earned media cannot.  Stop advertising, and that exposure goes away.
• PR and Media Relations:  Being asked for your perspective by the media is key evidence of your thought leadership, and is a powerful positioning and awareness tool.  Stop your efforts in this area, and you quickly become invisible.

If Brand can be defined as what you represent, then the momentum from these activities creates a seamless gap between what you promise and what you deliver.  While the mix of these five strategies will be different for every organization, momentum builds Brand.

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