Most companies prefer to build their marketing programs around a set of simple focus areas. Why? Often it’s a perception that complex strategic analysis leads to “tough-to-execute” plans that slow down business processes. We’re here to tell you something different
A Quick Dip in the Deep (Complex) End of the Pool
Experience backs up our approach to building marketing strategy (including Social Media strategy). Designing your processes needs to include a detailed analysis of what your audiences are focused on and the pattern of how they’re focused on those things. But the end goal of that effort needs to be a return back to a simple but altered (more focused) framework for your marketing efforts.
Strategy vs Process Complexity
A lot companies see strategy as an evil -- a low ROI effort creating complexity where simplicity is ideal.
But the truth is strategy complexity = process simplicity
It provides a clear framework for reacting to the twists and turns of trying to gain the attention of, engage and educate your audiences.
Where marketing programs break down
If you look at where marketing programs break down, a lot of the time it's when things become a little random. You started out with a simple strategy but after executing on it, you ran into a few roadblocks (it usually happens). Unfortunately, as a result of a truncated planning process, your team hadn't anticipated or planned for this contingency -- so you start pursuing a trial and error approach to remedying it.
The problem is in marketing there are almost infinite options for tweaking programs. The only way to be successful is to narrow the focus of your fine tuning efforts -- by some good strategic analysis. Unfortunately, during the execution phase, time is rarely available for a strategy revisitation -- leaving the program to slowly fade away.