In today’s
marketing environment, it certainly is getting that way. Where there used to be
a danger of having our fingers in too many pies, it’s increasingly the case
that there are simply more pies than fingers. And, as the surrounding hype
gathers pace, this phenomenon could dilute the overall mix.
Of course, we’ve
all got to learn. And a multi-disciplinary approach is essential. But marketing
is less an art than a science. So we don’t market for marketing’s sake. We
market because we have something to say, something to sell and something to
achieve. We have goals, reasons and outcomes. And no amount of pies will help
us get there unless the mix is right.
That’s why, now more
than ever, integrated, intelligent marketing is the name of the game. For
example, just because social media’s got the industry buzzing, it’s only worth
harnessing if it’s right for a brand’s objectives. Equally, there’s still
undoubtedly a place for print – even if it’s online that’s experiencing the
highest growth rates year-on-year. The point is, everything has its place. But
that place must be a considered part of your final destination.
So, when it comes
to the marketing bandwagon, jump on recklessly and you’re in danger of veering
off course. But observe it and steer it wisely, and you’re on track for
success. In our own experience,
marketing is most powerful when it is integrated and realistic. Marketers must
take the time to learn about emerging technologies and most importantly, how
they can complement and develop proven methodologies to create a potent force
for real business results.
Remember, the proof
really is in the pie; top chefs can always back up their credentials.
