Moving in herds
Posted in digital marketing on July 9th, 2009 by Matthew – Comments OffSoftware engineers hate maintaining someone else’s code – they don’t know for sure what will happen when they change it. Sales people can’t give presentations created by other people effectively – their styles rarely match. Don’t get me started on designers – ask them to make a minor edit to another designer’s work and you’ll have a complete brand new design overnight.
Digital marketers, however, love to copy. They emulate best practices. If a tactic has proven to work for someone else, then it will be scooped up and replicated in short order. If you don’t believe me, just take a look at how Twitter has grown.
Perhaps there is something to learn from our fellow technology professionals. Just because a something works for a marketer in Company A, does it really mean it work for yours? Maybe – if you’re talking to the same people, and addressing a similar business need. If so, you’re probably competitors and have just lost differentiation.
Don’t get me wrong, marketing is a tough job and it’s getting tougher and tougher to reach and hold people’s attention and get them to take the action you want. You’ll need new methods of engagement and conversion tactics constantly. Don’t let that need to “feed the beast” drive you to move in herds. Keep your eyes open and measure what’s happening with these new programs. Don’t be afraid to stop them if you’re not seeing what you want.
