This should be a golden age of marketing.
More channels and tools exist to reach, persuade and gain customers than ever before. A new channel – social media, mobile, the Internet of Things, etc. — is added seemingly every year. Thousands of companies now offer some flavor of marketing technology in dozens of categories. Many studies have shown that companies that market more grow faster.
But the result of this upheaval for many marketers is a feeling of innovation overload. They are constantly bombarded with conflicting claims from vendors. They understandably don’t even know what all of those dozens of channels and types of martech do, let alone how to use them to produce optimal results.
The Bullseye Marketing FrameworkSM is my response to this challenge.
Last Friday I wrote about the need for speed, and (unrelated) on the same day Tom Peters tweeted:
I would never say “speed is all”. Or that you should be hasty. I don’t think there should be a tradeoff between speed and excellence.
“It is no longer the big beating the small, but the fast beating the slow.”
– Eric Pearson, CIO, Intl Hotel Group
Speed has never been more important in business, and no doubt it’ll just keep getting more important.
Fashion has always changed fast, and in tech industries many product lifespans are measured in months.
Customers no longer can afford to wait for perfect; they need good-enough now.
And that means that companies, and marketers, need to constantly launch and iterate.