Starting this new decade by integrating a few transformative principles into your business marketing model would be an ideal way to step into 2020. Particularly in your business marketing approach, success depends on your ability to see the potential of the various marketing strategies being proposed and applied by your marketing department. In addition, you should also check with each of your marketing guys regarding what describes him better. For example, is he an illusionist or a scientist?
What does it mean? Before I can share more profound insights into this topic, you should first memorize that people who fail at creating and maintaining a higher level of success are not ‘unlucky’ most of the time. Their only common fault was their inefficiency in choosing the right tricks and tools to accomplish their tasks before success. That’s why transforming your business marketing approach is much needed now. Such a transformation will begin in your mind, and positive changes will start occurring during the rest of 2020 when you evolve your mental landscape.
When I say ‘change your mental landscape’ in the administrative sense, you should wisely describe the type of guys you have chosen to work with so that your business can reach your audience’s eyes. Seriously, marketing is not just a one-time fix but a set of ongoing strategies that help your business flourish and establish and maintain ever-present customer relations. During longer engagements with the same marketing guys, if a business owner needs to remember to keep a record of whom he has chosen to work with, he will most likely end up working with an illusionist despite having hired a scientist.
An illusionist is a type of marketer who proposes to invest in already working strategies and then keeps proving the money is well-spent. If the investment generates revenue, then all credit would go to the marketer for his proposed investments delivered ROI. However, what if the money spent cannot provide the expected ROI? This is when the ‘illusionist’ type of marketer defends his strategy, and therefore, your further investments under his supervision would become riskier than before. As a result, you will think about what to do next. That is why the approach of illusionists is good but not the best for long-term benefits. To understand this point, let’s first look at how the ‘scientist’ type of marketers work.
Like an illusionist, ‘scientist’ marketers also have a few sets of hypotheses, but these marketers are metrics-driven for most of their contracts. Initially, they may implement several methodologies but will do this only on a smaller scale. They will mainly test their data, read metrics, and use them to pick up only the most promising methods for large-scale implementation. As a result of putting their marketing time, creativity, energy, and brilliant brains into the right pockets, your campaigns with ‘scientist’ or ‘tester’ type of marketers would deliver more success and revenues than what you can expect while working with an ‘illusionist’ type of marketer.
To make your final decisions, you must remember that growth hacking is best possible when you work with the best marketing agency because their staff would be experts at implementing unconventional and conventional strategies to market their clients creatively. However, seeking transparency into their marketing hook is always recommended because it will let you distinguish them according to their marketing approach. Nobody can disagree with the fact that metrics-driven marketing strategies produce better results. Just making bright, shining objectives but not knowing how to reach that level is a decisive factor whose checking confirms you are not working with an illusionist.
After all, who does not want to own the best marketing agency in his area? However, it needs you to give high returns and still be cost-efficient. For this purpose, your staff should know how the proposed set of bright-shining objectives would be achieved. Creative Directors, Founders, Presidents, CEOs, HR Managers, etc. of marketing and ad agencies can also implement this information. They need to revise their knowledge and revisit past work experiences with staff members. It will help categorize the workforce and estimate any future pay increase for each marketing team member.
Before closing, let’s remember that many marketing platforms exist. You can easily spend lots of money to market your business on either platform. What matters for success is that you can objectively achieve your marketing goals with each investment. If your marketers cannot explain the schedule of investment vs. the scale of expected ROI, or if they cannot tell how much scaling up of the tested and proven strategies would be possible, they are likely to become illusionists in the long run and let you down in this upcoming decade of a strategic marketing organization.
