Destination Innovate Blog

Five Strategies to dominate 2019 Marketing

#winning, Amirite? We all want to be at the tip top of our game in marketing and advertising. Stepping back a beat and taking a strategic look at things is a covetous luxury in a world where every. damn. thing. moves so fast and is due yesterday. Sometimes good intuition is all we have time for. There are some key shifts and strategies that will help your marketing department, agency, etc see forward without having to stop the ship.

  1. All marketing is a “rented” moment in time. There’s the “paid, owned, earned” drum that has beating since John Wanamaker placed the first “ad” in 1879. Fast forward a “few” years, organic marketing, building websites and SEO became the new owned and earned properties. Coveted above all other types of attention, the guise of building something online with no ad budget was a testament to the “real marketers”. Here, have some truth: that was wrong then, it is wrong now. You don’t own your social followers, you don’t own your subscribers, you don’t even own your website. You never stop paying for these things today, if you want to keep up. Chase attention at a moment in time. Open your understanding — this is a 100 year lease, and the cost of marketing meaningfully only goes one way, that is up. Focus instead on under priced attention and true ROI. Unless you are an eCommerce biz, the business of ROI lies in the eye of the beholder. Be artful about what your return is in marketing, don’t over value a milisecond view and undervalue a new follower. Day-trade attention, and be unemotional about where that is. Gary Vaynerchuck is the master and architect of this philosophy (and why you can’t be on the internet without seeing his videos, podcasts and crusade of cutting out the BS in our industry). What is not rented is *how* you tell your story, *how* you build relationships with potential customers. Focus on the storytelling and pay for exposure. It’s OK and it’s the way of our world.
  2. Market to the year you are in. I’d say about 70-80% of the organizations I talk to are still in “catch up” mode when it comes to modern marketing. They’ve never done inbound, demand gen, dynamic persona building, etc. Now they realize their competitors are doing it and they have to rush to implement strategies that have a very long head start. Catching up is near impossible with a responsible marketing budget. Not to say, that it’s not important to layer in what you are missing. But, be prepared to increase spend and fully work out how those strategies improve your business. Also, be careful of vanity trend buying. Programmatic may not be a proper strategy for you, and the AI behind it is still in an infantile stage. If you do not understand it’s current capabilities fully, stay away from “spray and pray” approach. When I say market the year you are in, I mean the social trends. What are people watching, wearing, saying, acting, doing? Start with modern messaging, then match modern media for the most of your company’s influence.
  3. You can’t ride two horses with one ass. It’s natural to try and do everything in marketing. The options multiply at the speed of the internet. A successful program will limit the strategies so that they are done fully and to the potential of the medium. It’s better to do 3 things well than 20 things half-assed. This is a challenge when your boss saw something someone else is doing and then say “we should do that”. Resist the urge to chase variances from your core maneuvers. Have one main strategy, 3-5 main maneuvers and ride those suckers like Sea Biscuit. You’ll have stronger return and a cleaner message to the marketplace.
  4. Sharing is caring. Good marketers are natural control freaks. The problem with that is it makes velocity an issue. For 2019, with so many marketing avenues, break out those into business units with waterfall goals to cover more ground.
  5. Great strategy is difficult to copy. “Increase leads” or “Increase customers” is not a strategy. Hell, it can be argued that it’s not even a proper goal. Great strategy is difficult to copy because it’s an artful and science driven view of realities and goals. I especially put this in because it is contrary to copying your competition. I can’t illustrate “how” you can do this, because it’s more of an answer to “why”. And, you either have great strategy in your team, your partners .. or you don’t.

In summary, I’m urging you return to the strategy of your marketing and advertising and try not to get distracted by antiquated thinking.

Chase attention. Craft your story well. Understand and develop a strategy. Expand your resources. Expect to pay more.

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