Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for the purposeful (that's you!) doing marketing for good.
003: Marketing is a journey
I’m not sure how I feel when I hear the phrase, “Life is a journey.” But I’m going to go right out and say it: “Marketing is a journey.” Did I just quote myself? Uhh… Yes.
Purposeful marketers have a destination — or a quantifiable result — in mind, but they also stop to smell the roses. They’re ready to try new things, and they’re comfortable when a campaign doesn’t go the way they anticipated. Because when our expectations aren’t met, listening and learning bloom.
“There’s so much to know. How can I possibly keep up?” Jeff Giddens, president of NextAfter, asks during his recent presentation at NIO. And then he offers the solution, “Hey, I don't have to be an expert anymore. Now, not having all the answers, I get to be an experimenter.”
I sure hope life is more than only a journey, but I also hope your marketing is more than just one number. I hope you have ambitious goals and stay ahead on the latest trends. But even more, I hope that you enjoy the process, trust yourself enough to take risks, and learn from those experiments in a way that makes you the ultimate expert.
One way of ensuring your marketing efforts compound to greater effect: design omnichannel campaigns. One-offs with their limited scope have limited range. The real magic — and it’s real magic because it isn’t magic at all — happens when campaigns build off each other and add up to something even bigger. It’s all about that synergy!
Jon and Becky at We Are For Good have produced yet another amazing podcast. Their recent discussion with guest Lola Adedokun, program director for Child Well Being and director for the African Health Initiative at the Doris Duke Charitable Foundation, highlights the value of humble leadership when working toward making a global impact. It’s well worth the listen.
There are increasing numbers of metrics to follow when analyzing the success of your marketing efforts. While open rates and click through rates offer important insights into your email marketing, increasing response rates may offer the most bang for the buck.