Although it can seem like a good idea to go for big marketing tactics right away, you must make sure your small marketing is effective before you make that leap.
You have to walk before you can run. That would seem obvious. But that good advice often goes unheeded; for instance by weekend warriors who decide to run a marathon on a whim without the right training or by overconfident DIYers who attempt to fix that pesky plumbing problem because how hard could that be, right? We know how this story turns out. Pulled muscles and kitchen geysers make for terrific cautionary tales that can be applied to many aspects of life and to your marketing approach as well.
It's tempting to go right for the gusto. BIG efforts and shiny objects have a certain glamour and appeal because they appear to allow you to bypass the hard, consistent work that delivers the customer, process, messaging, channel and program insights that create a successful marketing strategy. They can seem like a rational and attractive shortcut and the wow factor draws attention and envy. They are not always a bad idea. BIG efforts do work. It's just that they don't work, or don't work as well, unless they are built upon a solid foundation. The lure of a quick or easy win has enticed many marketers to take a big swing before they are really ready, but both long-term and short-term results will be amplified and informed by all the work you have put in day to day. Without that work, you are taking a big chance on wasted budget and worse.
Why you should make sure your small marketing is effective before you go BIG:
Digital marketing rewards experimentation. If you only execute on a BIG scale or a BIG stage, you limit your flexibility and the incredibly valuable opportunities to test and learn in this dynamic world.
Have you been tempted to go BIG?
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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September 23, 2014