The best marketers are conservative - with a small ‘c’. ~via @audaciousmark
Love this from Mark Wills, a brilliant and insightful marketer, so much covered with this share. John Andrews and I have been saying for some time now, and I believe it applies here...
"Marketing will truly win when humans control the machines instead of the machines controlling the humans. Use data to inform judgement, not to ‘make’ the decisions."
Too many jump to the new shiny object and leave judgement, listening, and personal involvement behind. /Ted
The best marketers are conservative - with a small ‘c’.
Although the world keeps changing - as does most organization's CMO - change for the sake of change can be a huge mistake. The default position of most new marketers, at almost any level, is to say "out with the old, in with the new."
Conversely - and rather more conservatively - consistency and continuity are vital to building long-term "mental availability" in consumers minds. Naive busy work should not be confused with the process of carefully understanding what works and nurturing that over time. Yes, you have to live in the here and now, which requires a short-term plan of performance marketing. But, it is the long-term "Performance Branding" - built on a foundation of strategic and executional consistency and continuity - that will ultimately deliver greater value and growth.
“All change is not growth, as all movement is not forward.” - Ellen Glasgow.
#Marketing #BrandStrategy #TheLongAndTheShortOfIt Les Binet & Peter Field
https://lnkd.in/g8si7Zq8
Originally posted at Mark’s LinkedIn
