A growing industry is taking hold in the marketing world fueled by one-off new media helpers. Packaged as consultants, they offer social media, website, email marketing and online advertising tactics to those interested in spicing up marketing returns. Check your Twitter feed for 140 character posts that contain primary numbers such as “7 steps to, 5 surefire rules, 3 critical digital mistakes…” to easily identify these tactical helpers. People crave this stuff and it sells.
But I giggle at these tactically focused sales pitches. Tactics-palooza only works if the basic groundwork of brand strategy is set. Brand strategy must be in place for any tactic to be maximized. It’s my experience, especially with mid-size companies, that this is just not happening. Mid-size and small businesses are studying content marketing, mobile ad buys, Google AdWords, responsive design and the like, without understanding how best to position their companies for maximum result.
It’s a tactical shit show. A shiny, not-so-new thing that has captured marketing dollars with little, if any, effectiveness. It’s ingredient buying without the recipe.