A marketer was struggling to achieve year-over-year success. So he asked for help on one of my favorite online forums.
“What’s a new strategy or platform you introduced in 2019 that is working or really helped?” he asked. “I’d love to see what’s out of the box we could try.”
(Sigh!)
The first respondent offered this advice: “Attribution media mix modeling using machine learning.”
(Big sigh!)
Marketing doesn’t fail because you lack the latest, greatest, shiniest, out-of-the-box thing.
Marketing fails because you get one or more of these key elements wrong:
- Your target market.
- The message for that target market.
- The media you use to deliver that message to that market.
More often than not, #2 is the culprit. The story and messaging need a tune-up.
I’m sure attribution media mix model using machine learning (I’ll call it “AMMMUML” for short) is super-cool and just the ticket for certain marketers in certain situations.
But with all due respect to all you AMMMUML vendors out there…
PLEASE, dear readers, do not chase the next shiny techno-tool or leap out of the box.
Start by trying to fix what’s in the box.
That means cleaning and updating your list to make sure it contains people in your target market.
That means tuning up your story to deliver more compelling content and pitches.
That means using tried-and-true media and proven tactics to deliver your tuned-up message to your well-defined target market.
Leaping “out of the box” to get the latest shiny thing won’t cure what ails your marketing.
Identifying the right market, crafting a compelling story and choosing media that gets your message to the market most efficiently — that’s what cures your ailing marketing.
Tom
MarketVolt
p.s. We help businesses figure out what they sell. Then we help them identify and connect with their target markets so people will listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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