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It’s become cool to bash traditional marketing.
Newspapers Billboards Direct mail Have all been massively outpaced by digital channels. But they work. They have always worked and they will always work. They just aren’t guaranteed to work for you. Marketing sucks up resources – time, money and attention. To get the most out of your resources you need to prioritise them. Prioritise channels that you can get an ROI from and get feedback on what’s not working so you can improve it. Apart from a seismic shift in consumer attention that’s the main reason digital marketing channels have grown so fast. Measurability. If someone doesn’t respond to your newspaper ad you’re none the wiser. If someone doesn’t respond to your Facebook ad you can see how many people saw it, how many times and how many times they clicked. It’s not your job to solve the woes of the newspaper industry but it your job to find the right channels that your ideal customer is on and the right message to attract them. Everything works but if you wan’t to master what works for you then you need a system to do more of what works and less of what doesn’t – for you. |
