Many business owners like to refer to any new type of marketing or advertising as a “ marketing campaign.” I’m here to tell you that this in incorrect, and here’s why:
A Marketing Campaign?
A campaign has a start and end date. Marketing does not. Marketing is a process. It’s a process that doesn’t end. It’s on-going. Social media usage is often referred to in this manner. But when you start using social media, you can’t stop. If you plan to quit using it, then you probably shouldn’t ever start.
If you plan to run a new marketing or advertising method for only a short while, then you must not expect it to return a positive result, otherwise you would continue to use it indefinitely, at least until it stopped working. If you don’t expect to see a positive return on your marketing dollars, then why are spending them in the first place?
A wise man once said:
If you want to be successful, you’ve got to do what your competitors either can’t or won’t do.
In other words, look at what your competitors are doing, and do the opposite. So many business owners are concerned with bragging rights about how much they’re spending, or having their picture, logo, and ads show up everywhere, that they forget the only measurement of effective marketing is in dollars and cents brought in.
So how do you view your marketing? Do you think of it as a campaign? Or as a process?