I recently conducted a Q & A with Dave Greves, co-founder and leader of Faction Media, a Denver-based marketing and advertising agency. Dave is an award-winning strategist and producer of interactive marketing programs. One of the best points Dave makes is the importance of quantifying results. Too often marketers and publicists do’t want to see the numbers. Yet that old advice about numbers not lying? Well, it’s still true. Here’s the final part of my conversation with Dave (Thanks, Dave!):
Leslie: What are some lazy habits that marketers need to break?
Dave: Many marketers take a shortcut and make assumptions regarding their audiences’ demo, socio, psycho and techno-graphical requirements. It’s a temptation that we cannot deny, especially when budgets are tight, many people just go with a gut feeling about their target audiences’ needs and requirements. While we may have a deep understanding and historical data, it’s the nuances that create relevant communications. So, as marketers we simply cannot afford to deny our customers’ voice within our communication efforts.
Another one is overvaluing the ”tried & true” traditional tactics in your marketing mix. Sure we all know in the past ten years which marketing vehicles have performed consistently for our brands, products and services, but you cannot be afraid to question conventional wisdom. Only those marketers who are willing to attempt to shift the dynamic will survive in the “Unified Marketing™” ecosystem. As a marketer you must be willing to take chances so long as they are “trackable “and, most importantly, quantifiable.
Leslie: What are some tips with dealing with senior management?
Dave: Try not to respond emotionally to senior management directives. We all understand that senior executives are under increasing pressure to perform, however, as a marketer, performance is not about reaction. It’s about a methodical, strategic approach to your marketing objectives, which are met by understanding the assignments in detail as well as the associated target audiences.
Objectives outlined by senior management can often be broad and far-reaching with little strategic direction. Rather than being reactionary to satisfy lofty directives, turn to your marketing partners for help. Your agency partners will help you develop a creative approach and implementation strategy that aligns with the organization’s goals.