There’s a problem in marketing and it seems to be getting worse: too many marketers have mistaken activity for achievement. Being efficient has triumphed over being effective.
Seduced by a host of shiny new tools and techniques, marketing has lost sight of its strategic purpose – to create sales, protect margins, reinforce loyalty − and has instead focused on tactical proficiencies.
The function has been side-tracked by a dangerously distracting proposition: a new marketing era is dawning, and it’s mainly driven by technology. This deviant proposal typically features relatively novel objects like digital marketing, content marketing, account-based marketing, revenue marketing, social marketing, inbound marketing, and data-based marketing. Tactics, tactics, tactics.
Unless any of these can be proven to support a marketing strategy that’s solely geared to trigger profitable sales and bolster loyalty, they’re just tinselly wrapping on empty boxes waiting to be filled with even more wasted budget.
