When Marketing Campaigns Fail...

Things go wrong.  Timelines get stretched. Results fail to meet expectations.  These are realities all marketing leaders face.  This is especially true at smaller, entrepreneurial companies where marketing strategy is often summarized as “throwing s#!t on the wall to see what sticks.”  Invariably it won’t all “stick.”  What then is the best course of action when a campaign fails?

Often we encourage clients to stick to the larger plan and to understand that changing market perceptions takes time and that any failed campaign is an opportunity to rethink how and why they are targeting particular audiences.  This creates stability and predictability to marketing programs, and it may be the wrong course of action.

Social Media is Media, Media is What People are Talking About

I had been one of those people that was convinced by social media. It took me a month working on a social media campaign for Group82, to realize social media has not reached its potential yet. Everyone sees the huge audience on different social media sites, therefore they think they have to be on them as well.

The problem right now is that social media is not genuinely social. This is because of the people who think they can translate social media to real life. Everyone knows that it doesn’t mean you are social because you have a million followers on twitter or a billion Facebook friends. For some reason those numbers are still important to people. What has been frustrating to me is trying to find people who use social media platforms effectively. Successful companies like Apple do not need social media platforms to succeed. Where do you look for effective Twitter accounts? There are an infinite number of connections on Twitter that can be made but which ones are the most relevant to the company? Then finally after searching for specific CEOs’ and businesses’ Twitters, I came across this.