by Randall CraigFiled in: Blog, Content, Make It Happen Tipsheet, MarketingTagged as: Advertising, Branding, Content Marketing, Digital Strategy, PR
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:
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.
Look back at your last year’s marketing activities – which ones are no longer active? While you can’t go back in time, you can start tomorrow’s momentum today. Restart the ones that build cumulative value, and you will find that elusive ROI – and a competitive advantage. Success in marketing requires momentum.
Marketing Insight: Remember the Four Ps marketing framework? Price, Product, Place, and Promotion. While momentum might not start with a “P”, it has a more powerful, and more enduring, impact on your marketing success.
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