This isn’t another article about responding to Covid. In fact, let that be the last time we mention the “c-word”. We all know it’s a time of turmoil for the world, society, business and marketing. Except that for marketing, 2020 seems like just another year in a long line of tumultuous years. As marketeers we’ve all been grappling with the “new normal” since long before society as we know it was turned upside down.
So, what is the problem? Marketing departments and agencies are generally staffed with intelligent people, working harder than ever, under ever-increasing pressure. Why are marketing departments not being lauded as critical value drivers? In fact, evidence suggests we’re getting worse at our jobs not better - imagine the outcry if the same was true of doctors or accountants.
It is of course easy to point fingers. Our obsession with all that is “shiny & new” has led us to disappear down many a rabbit hole over the past decade (remember Facebook Fans anyone?). However, these last ten years have also witnessed the slow but inexorable rise of “evidence-based marketing”. Thanks to a growing body of work , we have a better understanding of what is likely to work and what isn’t. Like all aspects of commercial enterprise, marketing is something of a gamble, but at least we can now shorten the odds of success. And, above all, in a world of growing uncertainty, we can double-down on the certainties.
It is the ultimate irony: we know how to be more effective but are becoming less so. We know how to drive value for our business and yet are the first to suffer in times of downturn. Why is this so? Reading, absorbing & training on the laws and science of marketing is the natural first step. But our experience shows that this is rarely sufficient. Organisation and structure are critical. We are struggling to translate the theory of effective marketing into practical means of operation. It’s as if Henry Ford, having invented the concept of the assembly line, organised his whole workforce to work on one section at a time.
So, what to do? We have identified four key areas marketing needs to focus on in order to convert our new-found knowledge into effective behaviours: