There are many, many really interesting and innovative ideas for marketing out the world right now. From really clever, to outlandish, to stunt-worthy, there’s a lot to pick through. Ultimately, though, it's all just marketing. And marketing tactics have to be a right fit or they're going to fall flat.
Kind of like me trying to do ballet. (Splat, for sure.)
It's fun to watch the videos, look at the pictures, and read the stories, but is it right for you as an individual or your organization?
The answer to this question comes down to brand and objectives.
I recently found myself catching shiny object syndrome when I heard about a cool idea someone used to get attention for a particular purpose. Because I had a similar end goal, I thought I could use the tactic in a way that fit me. But something held me back from actually implementing the idea for myself. It wasn't that the tactic wasn't something I could do. It was definitely within my personal skill set. However, the more I tried to dream up how I wanted to go about the implementation, the emptier that giant blank canvas got in my mind. The idea didn't resonate with me. It didn't make me uncomfortable, but I wasn't comfortable with it either.
Eventually, I let the idea go and went in a completely different direction that felt right and good and comfortable. But the experience made me think hard about whether I truly knew what I was doing and why in the first place.
"We should do <insert newfangled tactic>. Wouldn't that be cool?"
I hear this every now and then from people I know: clients, associates, etc. I have a lot of respect for people who are brave enough to jump in and try out things that they may not fully understand. That takes an adventuresome spirit.
Hopefully, these brave souls have someone around who is willing to ask some questions before they agree:
1) What do we want to accomplish by using this tactic?
If there's no purpose, there's no point. Whenever the answer to this question is, "I don't know. Everyone else seems to be doing it. I thought it would be cool," there may not be a need for further discussion. But that's not the worst starting point for hashing out the viability of a tactic. Maybe with some creative and critical thinking a clear purpose can be defined that would make the tactic worth pursuing.
The important first step is identifying a goal or objective - and it should contribute to achieving the overall organizational goals and objectives. At a bare minimum it should fit the organization's mandate. The second step is that your goal needs to be measurable.
2) How will we measure what we're doing?
No measurement, no success. Choosing to implement inherently measurable tactics is the only way to be certain that what you're doing is having an impact. It starts with a measurable objective (see #1). That cool tactic may require you and your team to stretch your creative muscles to find a way to measure its effectiveness, but it's worth it to know whether or not it works. But if you don't measure, you won't know if what you've done is effective. Maybe it was a success, but you don't get to call it a success without proof.
There are a plethora of tools that allow you to track and analyze behaviours on websites, social media, in apps, etc. Use these tools to help you measure where your audience is coming from, going to, whether they're sharing your content, etc. There are even ways to incorporate digital calls to action into non-digital campaigns - QR codes are the first tool that comes to mind, but augmented reality is another tool that's gaining attention.
3) What do you do with this information?
Act on the results in real-time and for the future. When you implement any marketing activity, take time to monitor the results while it's in progress. You should know before you execute what you want to measure. This allows you to make tweaks as needed to give your campaign a boost and maximize the impact. When it's all over, evaluate how it went start to finish.
Factor in any feedback you receive from your audience, and look at the data critically. What questions come to mind when you look at the data? What are the potential answers? Was the overall effort a success based on the data and impressions? Was there success, but not as intended?
The post-mortem of any campaign or project is typically one of the most valuable discussions for future growth and success. I love looking at data and finding the story it tells about the work I've done. Identifying the strengths and opportunities opens the door to apply those lessons learned to the next campaign so it's even better. (Don't forget to add comparison data to your tracking once you have enough instances to compare!)
Hopefully, as you start to see the value of measuring data, you'll be the person in the room asking the critical questions about what everyone hopes to achieve and how to know it works!