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Three (not so) simple strategies to avoid ‘losing the plot’ in marketing

By Rob Woyzbun

In today’s hyper-paced marketing and advertising world, it’s easy for marketing management to “lose the plot” related to the purpose of the firm, the understanding of the customers it serves, and finally the profitable creation, production and delivery of products and services.

There are numerous internal and external demands and distractions experienced by today’s marketing managers:

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Secrets of bulletproof marketing implementation

By Rob Woyzbun

You’ve spent hours to design what you thought was a perfect, logical, competitive, customer-focused, go-to-market marketing plan. Despite all that effort, the results are underwhelming, revenue nowhere near target, and members of your team are buffing their LinkedIn profiles. What’s happening?

Well, it could be a strategy issue or a problem with implementation, or both. Poor execution has been a weakness for many, especially in the tech and B2B sectors. The sad reality is that great implementation of an average strategy can often trump a poorly executed gold-medal plan. And while this all sounds like basic “project management” stuff, marketing implementation is arguably more complex and risky than for most business functions. Why? Because marketers often have responsibility for success without the ability to directly control all the downstream groups involved in the process!

In this post we’ll look at three ideas that can help bulletproof your marketing implementation.

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The evolution of branding and advertising

By Rob Woyzbun

Marketers and their agencies need to shift from “cool tools” and “campaigns” towards an integrated design-thinking approach to products and services — it’s not about social media anymore, it’s about social business. And marketing basics!

I recently attended ICA Canada’s (Institute of Communication Agencies) annual Future Flash conference. Future Flash is a members-only event featuring some of the most innovative minds and companies in the global advertising, brand and communications industry. ICA members include most of the global ad giants as well as many independent Canadian companies, ranging from media planning companies, digital agencies and PR companies to full-service ad agencies.

The title of this year’s conference was Innovation, Brands and the Human Experience with speakers representing Canada, U.K., South Africa and the U.S.

The underlying theme for the conference was nicely captured by this snippet from the promo materials: “Too much technology, not enough value or relevance for consumers…”

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Five old school mistakes creeping into digital and social media planning

Editor’s note:

This is the inaugural post by Rob Woyzbun, whose work in marketing and broader business strategy I have admired for years. We get together periodically to share war stories, discuss strategy and generally commiserate on the sorry state of technology marketing. We always part with an expressed desire to find some way to work together and it is my hope that having persuaded Rob to become a regular contributor here is just the start of some stellar collaborations.

— Francis Moran

By Rob Woyzbun

The near-ubiquitous availability and always-on nature of the internet has changed how consumers learn about, consider and make decisions regarding almost everything — purchases, politics and even the causes they support.  We live in a world where Marshall McLuhan’s prophetic claim that “the medium is the message” is true — in ways even he might not have considered (See: Understanding Media: The Extensions of Man; 1964).

Ironically, while the proliferation of paid, owned and shared media channels has created limitless opportunities for innovative thinking and tactics, marketers still drag old-school errors into this brave new world. In our media research and planning practice, we see companies continue to make the same avoidable, costly mistakes.

Here’s our top five list of old-school mistakes creeping into the digital and social media arena, and some ideas on how to avoid them:

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