Are Marketing Campaigns Dead?
In 2014, Forrester Research declared the traditional marketing campaign ‘dead’ in favour of contextual marketing (Parrish 2014). Contextual marketing is essentially delivering real-time, personalised, interactive communications to individual buyers using data and insights to help them along their buying journey. Contextual marketing is seeing a rise because nearly 50 % of consumers don’t trust digital ads, 38 % don’t trust emails and 36 % don’t trust information in branded apps. Thanks to the internet, today’s buyers expect to find information about your product or service when and where they need it. They expect your content to genuinely help educate them about their situation and help them make a decision. They definitely do not want a generic sales pitch or a bombardment of marketing messages in their inbox.
We would argue that while traditional one-way marketing campaigns are no longer impactful, the very concept of a marketing campaign is still very much alive. First, unless your firm has unlimited resources, your organisation has to prioritise and focus on the products and customer segments that will drive the highest results. Second, while content marketing has been all the rage over the past few years, 70 % of marketers still complain that their content marketing is ineffective (Content Marketing Institute 2016). This is because of a variety of reasons—including lack of a content strategy and a lack of customer understanding, and what it really takes to influence their purchase decision. Third, internal marketing and sales alignment toward a common goal or initiative doesn’t just happen. Significant coordination of resources must occur for companies to successfully implement a campaign or marketing initiative.
So let’s take a look at how your organisation can implement a repeatable process in the ideation, creation and distribution of marketing campaigns.