A goldfish for a Marketer
The material, which at first questions the adequacy of the author, but later leads to the actual problems of digital marketing and modern marketing in general. The mystery on the canvas of the marketing profession reminds us of the usual things that are often forgotten by both managers and marketing executives.
EXTRAORDINARY MORNING
Once upon a time, there was a digital marketer… Let’s call him Alfred, so as not to embarrass anyone, even with statistics on the most popular names.
So here it is. He was already old enough, but he had not yet reached the crisis of middle age. On a sunny July morning on the shore of a small lake in the Carpathian Mountains, our hero was staring at a golden fish, which with the intonation of universal boredom was saying:
– Yes, I am real… No, yesterday’s drinks were not fake… Yes, there will be wishes… No, you can’t wish for more wishes. In addition, there are restrictions on the sphere…
– What are the limitations?
– According to the KM-2018 Directive, all wishes must now relate only to work tasks. But don’t worry, we have a promotion, – “the “corporate lark” smirked ironically at this word. – Cancellation of wishes – without losing their quantity!
After reviewing all the terms of the offer, the person with elements like “Problem Solver”, “Quick Solutions Maker” and “Critical Thinker” in his resume said:
– Bring it on… We have a new client, an online store for pet spinners. Make it so that everyone can see our banners, and we get them at a price of 0.0. Got it?
Alfred’s dramatic expression, which indicated the painstaking work of his brain on the second wish, changed to a suspicious squint when the familiar ringtone sounded. “Boss… so early?”, he thought about the department head who had escaped this magical trip.
As you sow…
A gloomy expression on Alfred’s face during the conversation spoke volumes that something had happened: the auction for all contextual-media networks was won with a zero bid, and all the spaces were filled with client’s product ads (and the SEO specialists even provided word forms, as they say, from the heart, but no one in the project group correctly adjusted the display frequency), which brought an audience 15 times larger than planned peak load…
Holding his smartphone, on which various epithets could be heard, at a respectful distance from his ear Alfred muttered to the fish: “Cancel it.”
After some time, our marketer confidently told the fish: “100% CTR on all ads. That’s what we need.”
Holding his smartphone, on which various epithets could be heard, at a respectful distance from his ear Alfred muttered to the fish: “Cancel it.”
“Take the job”, the fish winked slyly.
And a few moments later… you guessed it? That’s right: everyone who saw the ad – clicked on it. Even those who were not the target audience… and there were a lot of such, due to the already described work of SEO specialists. The bounce rate increased, and the site was shut down in a matter of seconds by an increasing number of visitors.
“Cancel it?” the fish cautiously asked Alfred, who, while talking on the phone again, disappointingly waved his hand in agreement.
The sun was reaching its zenith. With an unhealthy sparkle in his eyes, the now super-savvy marketer finally said, “100% conversion rate. For all visitors.”
…forgetting that…
INSTEAD OF MORALITY
There are several potential marketing catastrophes that could arise from fulfilling the last wish. We suggest you brainstorm what else could go “wrong” and what consequences it could lead to. Alternatively, it’s possible to imagine that everything goes according to plan and results in a beloved “happy ending”.
It’s just like a fairy tale
It’s often said that one should be cautious when dreaming because those dreams may someday come true.
What does this have to do with marketing?
Understanding the relationship and sequence of these elements:
Business mission –> strategic goals –> tactical objectives –> marketing strategy –> campaign goal + key performance indicators and control at each stage should be accompanied by a marketing decision. Unfortunately, it’s all too common to forget about this and follow popular, “hyped” tools, channels, and techniques.
What’s the point of developing a brand advocate community formation concept if the brand will be sold in a few months?
Why talk about expertise and personal branding when 90% of the budget is approved for contextual advertising and SEO?
A lead magnet briefing will have little effectiveness when no one plans to set up email triggers.
And what if it’s subcontracted work for services?
When the client doesn’t open up :).
Or where everything is confidential.
Or even worse – where the client doesn’t know what he wants.
Or worst of all, when the client firmly knows what he wants, but it’s just even more fantastic than the above-mentioned whimsical story.
Agencies and freelancers are also not “without sin”, showing customers thousands of social media subscribers, half of which are “dead souls”, or turning a blind eye to the machinations of webmasters in affiliate programs.
Therefore, we just want to remind you that from time to time, in the chaos of, undoubtedly, brilliant ideas, real-time marketing activities, and hours of thoughtful looking at web analytics graphs, it is worth checking how aligned the goals, objectives, tools, and key performance indicators are with each other.
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